In this project, I took on the roles of Art Director, Animation Director, and animator for several scenes. Collaborating with Pablo Domínguez on creative direction and Agustín Viguera on illustrations and animation, we worked with MOV to develop a campaign for the Covid-19 Prevention Network, commissioned by Socialisssima for the National Institutes of Health (NIH) in the U.S.
The campaign aimed to recruit 30,000 volunteers per study across multiple countries during the height of the pandemic. Our mission was clear yet complex: to connect with diverse audiences, convey critical information, and address concerns through a universally empathetic, straightforward visual language.
Designing for Clarity
One of the most significant challenges of this project was finding a formal language that could connect with audiences from diverse cultural and social backgrounds. Simplicity wasn’t just a stylistic choice—it was a strategic necessity. We crafted an illustration style that balanced inclusivity and clarity, using a reduced color palette and minimal details to communicate diversity without overwhelming the viewer.
In the realm of animation, the same principles applied. Movements were kept smooth and understated, avoiding unnecessary flourishes that could distract from the core message. When working on communications where the message is paramount, design must serve as a bridge, not a barrier. Every decision—whether visual or motion-based—was guided by the goal of ensuring the content reached its audience directly and effectively.
¡Gracias! Thanks!