Launch video for Heart and Stroke's fundraising event, Jump Rope for Heart, which teaches kids about the importance of heart health and building healthy habits.
client: Heart and Stroke Foundation
production company: VMG
executive producer: Anup Rao
producer: Dixie Thompson
DP: Jessica De Los Santos
director: Stephanie Leite
editor: Zoey Wyeld
illustration: Karolina Ficek
animation: Karolina Ficek, Maarten D'Olislager
Character Design
final Captain Beats design
One of my roles on this project was designing Captain Beats, the main character that would be leading kids through everything they need to know about heart health, signs of stroke, and healthy habits that they can adopt.
Using some past character designs that Heart and Stroke had used in the past as a launching point for style, initial exploration was about finding the right balance in legibility (that Captain Beats is a heart) and simplicity (easier to rig for animation). The character of Captain Beats' was meant to be a role model for children to look up to, sort of like an older sibling.
initial designs
alternate Captain Beats designs before the story for Captain Beats' character was narrowed down to a superhero role
Layout Design
Another part of the illustration role was designing layouts for world that the audience is taken through, from the school gymnasium to the dream-like landscape of the "EASY healthy habits." The style of the backgrounds subtly draws inspiration from early superhero comics with a slight halftone effect to connect Captain Beats further to the role of superhero.
selected layouts