Creator: FleishmanHillard
Client: AbbVie
Child spasticity is a difficult and isolating condition for anyone to manage. So, FleishmanHillard created a video to help families know that they’re not alone in this struggle. Through animation, they give a first-person account of one family’s journey in living with this condition in hope of inspiring others. The video was made using a combination of Illustrator and After Effects. As the client, AbbVie, did not want this to be heavily branded, FleishmanHillard used a color palette that was distinct from their normal brand, but maintained their font choice of Neue Haas Unica to retain some cohesion. They took care to design characters that do not reflect any specific ethnicity, forgoing some detail to keep them relatable to as wide and diverse an audience as possible. Instead, they designed them with bright pops of colors to make them appear hopeful while also standing out against the softer colors of the background, keeping them the main focus. FleishmanHillard also made use of patterns to create texture and keep things from feeling too flat. Since they were telling the story through animation, special attention had to be paid to how we portrayed Katie’s condition. The designers wanted to make sure we accurately reflected what it was like to have spasticity, both in how her character moved on-screen and with the equipment she made use of. This is a condition our audience lives with every day, so if any of these details are off, they’re going to notice and be less likely to engage.
Additional Credits
Marc Dionne, Creative Director
Rhea Vergis, Art Director
Chuck Lewis, Motion Designer