OBSERVATORIO MATER
Observatorio MATER is a non-profit organization that aims to help fight child abuse in Mexico.
This video was created to launch the organization and serve as promotional content for its fundraising campaign. The results were impressive — Observatorio MATER raised enough to fund its entire first year!
PROJECT PROCESS
Sketches & Storyboards
PROJECT PROCESS
Styleframes
PROJECT PROCESS
Cel animation
CREDITS
Roles in the project
CLIENT
Observatorio MATER
ART DIRECTION
The visual style was shaped by the project’s unique needs and ambitions. After loads of research, and guided by the client’s expectations, we embraced a ‘drawn’ aesthetic with textures, while maintaining minimal and geometric shapes to ensure clarity and readability.
DESIGN & ILLUSTRATION
With a minimalistic approach, the challenge was to balance a more hand-drawn style when representing human elements with a more geometric language when referring to technology. Minimal and stylized shapes, as well as textures, were used as a unifying layer, bringing cohesion to all the different elements.
STORYBOARD
Visual metaphors and simplified concepts were used to ensure the message remained clear and visually engaging. The rhythm of the video was also carefully considered, with original transitions to sustain the viewer’s interest throughout.
ANIMATION
For the animation, we combined frame-by-frame and vector techniques to reinforce the contrast between human and technological elements. While human elements were hand-drawn frame by frame in Photoshop, preserving a tactile, imperfect feel, geometric shapes were animated as vectors in After Effects.
