The Smokefree team tasked my team with designing new assets for their social media presence to promote their most used smoking cessation tools.
We created two visually engaging social pieces promoting QuitStart, and SmokefreeTXT that would inform and entertain.

Both videos had very short timelines and small budgets, providing a challenge.

I directed a designer on the QuitStart video and animated their designs. I provided direction to both maintain the Smokefree brand in the design and  to ensure the final designs were compatible with AfterEffects.

On the SmokefreeTXT video, I worked with a writer to brainstorm the concept and craft the script. I storyboarded, designed and animated the final video.

Direction, Design and Animation: Amanda Moody

Writer: Ibin Atain

The Smokefree TXT video was a fun challenge to design. The Smokefree TXT program covers multiple quit-skill building areas. I covered each of the three program areas and their corresponding text keywords in the video. The video needed to be modular - each of the SmokefreeTXT sections were designed to be standalone videos as well.  I worked with a writer to craft on-screen messaging that was concise and emphasized the texting keywords, as well as voice over that complimented the on-screen text.

The ball was animated in Animate and composited in AfterEffect with Photoshop texture elements and and vector Illustrator elements. The ball has multiple layers to create it's textured shadow. The style was a bit of an experiment- but a hugely fun one to troubleshoot and craft!

I choose a textured design to bring a personal touch to a task that for our viewers represents a very personal journey. My approach also utilized 'insert shots' to show the  years-long journey next to the immediate difficulties of quiting day-to-day.

It is very important to not trivialize either- showing both journeys in context to one another showed that every step- including every slip was a step on the larger journey.

During animation I realized the design of the 5th frame needed to be changed. The 'shape confetti' was a new element that didn't tie into the style of the previous frames. I changed it to utilize more of the textured effects to ensure visual continuity. 

I choose a ball as the character due to it's simplicity both to animate, and because it's abstract form would allow the viewer to empathize with it.  The ball character becomes more vibrant and saturated to represent it's progress and the health and other benefits of quiting smoking.

The ball character in the main video used the core 'blue' color from the Smokefree brand. Modular videos would use other smokefree colors for the ball character to differentiate them.  

Art Direction and Animation: Amanda Moody

Design: Anna Lowe

Sound Design: Brad Tehaan

The second Smokefree video promotes the new geofence feature in the QuitStart app. 

We wanted to replicate the day of someone on their quit-journey and how they would use the the app to combat the triggers they may encounter during their daily routine. 

The designer I directed opted to use a minimalist design inspired by contemporary 'art maps' for the visuals. We used the Smokefree brand's teal green as the main unifying element in the map.  We choose a coffeehouse, a movie theater and a restaurant- 3 triggers that would allows for us to indicate triggering actives without showing the trigger itself. 

The messages shown onscreen are  pulled from the app's repository of automatic messages to ensure viewers are receiving an accurate representation of the app.

The colors on each on the 'geofence' triggers our smoker encounters are also from the Smokefree brand to ensure the video looks unified with the rest of the Smokefree content, while also keeping it's own visual style. 

We changed the very last frame to increase the contrast between the background and the text to ensure legibility among those with low vision. Since it was a small change with a very short turnaround/timeline we made that change in the animation phase.