National Cancer Institue (NCI)'s Smokfree program tasked us with creating content for their social media feeds (facebook, twitter, instagram and pinterest), and for all of their targeted 'sub-brands' (SFVet, SFmom, SFteen, ect...)
Each month we created 3-5 assets, a mix of video and static for their social media accounts. Each post promoted a different Smokefree resource or smoking cessation technique. Periodically we re-assessed our approach to design and copy by analyzing engagement data from the posts. Over the 3 year course of designing assets we reconfigured our approach several times as new audience patterns emergred.
Over the course of the projects life I created over 30 assets for the team to use. A select few are bellow.
Direction, Design and Animation: Amanda Moody
Sound Design: Brad Tehaan
Smokefree beach is the second 360 video we produced for Smokefree social media.
360 video excels at giving a 'sense of place' so we created a serene beach scene for viewers to experience. I utilized the 360 space for the message with the
sign-plane that travels around the scene with Smokefree hashtag.
This video was built in Cinema 4D useing it's native 360 tools.
Direction, Design and Animation: Amanda Moody
Smokefree Spectrum is a simple but powerful message- that no matter you gender identity or sexual orientation, there is a safe and encouraging community to help you quit smoking.
The morphing section of the video was created in Cinema 4D.
Direction, Design and Animation: Amanda Moody
Sound Design: Brad Tehaan
'Smokefree Mondays' was a collaboration effort with the Monday Campaign- a non-profit organization promoting starting healthy habits on a Monday.
I then used that as a starting point to create an animation showing Monday as the 'foundation' to 'building your quit' by animating each day of the week as a character with fun stylized designs and motion.
Direction, Design and Animation: Amanda Moody
Sound Design and Copywriting: Brad Tehaan
Smokefree 365 is another Monday Campaign collaborative spot. We wanted to break down exactly how and why quiting on a Monday is so helpful for individuals trying to quit smoking. I designed the video with clarity in mind, and used big bold text and visuals to
re-enforce the message.
Direction, Design and Animation: Amanda Moody
Sound Design and Copywriting: Brad Tehaan
Smokefree 'fortune cookie' uses the titular cookie to inform the viewers that it's never a bad time to quit smoking and deliver the SmokefreeTXT keywords in visualy charming way.
This video was animated frame by frame in Animate, colored in Photoshop, and composited in AfterEffects.
Design and Animation: Amanda Moody
Sound Design, Visual Effects: Brad Tehaan
SmokefreeTXT is available to anyone and on any mobile device. We created a spot that reinforced that message. Using myself and the rest of the SF design team as talent, we shot ourselves using a range of mobile device.
We had very little time and budget to shoot and green screen the phones, so we saved time with a bit of in-camera trickery. The phones and hands are green-screened- but the phone screen is not! I created and animated the phone screen in AfterEffects and then downloaded it to play on each device to play as a video file. We timed our actions to match the video during shooting. This eliminated the need to rotoscope any hands.
Fun fact: my hands show up twice!
Direction, Design and Animation: Amanda Moody
Sound Design: Brad Tehaan
Smokefree Valentines is a video created to coincide with said holiday. We wanted to use the 'romantic' imagery of valentines day to reinforce the validity of the most common reasons for quiting. All reasons for quiting are great reasons- including quiting for yourself!
The candy heart was created in Cinema 4D, and composited in AfterEffects.
Direction, Design and Animation: Amanda Moody
Sound Design: Brad Tehaan
Smokefree Thanksgiving is a humorous take on the 'weird family tradition'.
All of your weird family recipes for smoking various foods are great- except for smoking cigarettes.
I designed this video to have a look and feel similar to old fashioned Thanksgiving decor and vintage cookbooks to lean into the holiday theme.
Direction, Design and Animation: Amanda Moody
Sound Design: Brad Tehaan
At some point we ran out of normal holidays to promote, so the social team proposed creating a national 'dance day' themed video. We loved the idea of such a fun holiday, as well as how it tied into the quit messaging of smokefree!
Our social spots are usually created at breakneck speed, but this one was animated start to finish in less than a day. I choose a fun 'build-up' of close ups of fun dance moves, that would then reveal a wide shot of three dancers Jamming out to being smokefree!
Bonus: Name each of those dances : D
Direction, Design and Animation: Amanda Moody
Sound Design: Brad Tehaan
Smokefree asked for assets to promote the launch of their smokefree chatbot, and after a brainstorming session came up with a number of ways to make 'chatbots' seem fun.
One of the attributes of the chatbot we wanted to promote was it's usability on multiple kinds of devices. So I created a fun stylized 3-D morph animation. One of the 3-D projects I had the most fun on to date!
