The Home Depot
Real Change
When FCB approached us with this powerful spoken word piece, we were honoured to help bring it to life. This multi-deliverable campaign for The Home Depot Canada Foundation, features their TradeWorx program - an initiative that helps end youth homelessness.
Collaborating with multiple stakeholders across both agency and client-side helped ensure the best-aligned creative solution. We took a hand-crafted cel animation approach which complemented the characters and their narrative.
The use of darker tones within the colour palette to emphasize shifts in mood, complemented by subtle splashes of orange to tie the piece back to The Home Depot brand, all while maintaining an art direction that articulated authenticity.
Style Frames
Process
Multiple Ratios
From the start, we knew this particular project was to be delivered in multiple ratios. We therefore decided to use our tried and tested technique to make the process as straightforward as possible.
By designing the style frames at a master size of 3840px x 3840px, and by ensuring all of the key animation and any text, logos, or brand elements stayed within the main central square we were able to easily crop to 9:16 and 16:9 ratios without the need to re-animate any scenes.
+ Credits
Client - The Home Depot
Agency - FCB
Executive Creative Director - Hao Chen
Creative Director - Duncan Patterson
Art Director - Sean Richardson
Producer - Zoe Coleman
Production Coordinator - Kaely Blanche
Design & Illustration - Sean Richardson, Sophia Ouellette, Zhanrui Jerry Liu
Animation - Catelyn Ma, José Moreno, Richard Plata, Duncan Patterson
Clean-up - Catelyn Ma, José Moreno, Duncan Patterson, Xenia Galchin, Christian Rubio, Daniel Moreno Cordero