UW HealthRoles: Everything I had the privilege of helping steer the direction for two pivotal 30-second spots for UW Health's illustrious Masterpieces campaign with a crack team of buckers who came out of retirement for one last job (not really). This project marked a continuation and expansion of the narrative we began in 2022, delivering not only a character-focused spot in alignment with the previous series but also introducing a new Carbone Cancer Center branded spot. This new addition was designed to illuminate the Carbone team’s pioneering research efforts, bringing their dedication and achievements to the forefront while maintaining the narrative and visual continuity with the existing campaign while also infusing fresh, engaging elements that would spotlight the Carbone Cancer Center's unique story.
Collaborating closely with UW Health and the Buck creative team, I spearheaded the development of two compelling narratives, each with a distinct yet cohesive art style that resonated with our target audiences. I meticulously directed and personally touched every facet of the project, from storyboards and styleframes to color scripts and cel animation.
Spot 1 - Masterpieces
While we had mostly free range with the color for Heart, there were a few a few caveats. The palette had to feel unique from the previous spots but still in the same world and had feel in line with Hannah’s story. I opted for a more naturalistic palette, leaning into soft greens and violets to help us illustrate our sunny beginnings and ending and to contrast it with the climactic middle sequence.
Spot 2 - Carbone
The color for Carbone was a challenge in that it was a branded spot, which meant that unlike the previous spots it had to be overwhelminly in the Carbone brand palette. With a story based around aquatic creatures the cool tones were a welcome addition, but the rest of the palette was a stark contrast. In order to bridge this palette I developed the concept of sparkles, bits of color that would subtly soften and complement the brand colors while still allowing them to be the stars of the show.