Agency: Two Tractors
Client: Integrity Insurance
Project: Website Elements
Role: Art Direction, 2D Animation, Illustration
Format: Html5 video
Integrity Life life insurance company wanted dynamic illustrations of characters and graphic element as part of the website refresh. The illustrations also needed subtle flowing movement delivered in the web friendly format of HTML5 .
The advertising agency involved supplied references of very fluid, flowing abstract illustrations, all using bold colours with little shadow or highlights as a guide. A consistent element in the references was that the characters were all frozen in a moment of very energetic movement. As a starting point, I researched footage and photos of modern dance performers who have the ability to look balanced and graceful no matter how extreme their pose. I was given a list of character types to depict and illustrated them in the dynamic poses of the references. The animation was delicate and just subtle enough to give the sense that the characters were frozen in space with a slight breeze or very slow continuation of movement.
It was an enjoyable challenge to work on a project where the main focus was to derive movement and energy from dynamic illustrations rather than the animation itself. The animated elements brought the Integrity Life website content to life.
