Category
Motion
Illustration
Conceptual Marketing
Strategy
Client
City of Toronto
Duration
70 days
The Brand
The Challenge
Creative Strategy
Result
Insight
Much like the City of Toronto, the local government's brand is built on principles of diversity, unity, and innovation, striving to enhance the quality of life for all its residents while positioning itself as a leader in urban development and creative expression. Toronto represents a hub where art, culture, and business intersect and progressive meets urban.
The Challenge
During the pandemic, my mission was to cast a light on the myriad of faces touched by this global crisis represented by 70 faces to highlight we're all the same.
The strategy
The portraits will dance in chronological order to reveal a 360-degree panorama of humanity's shared experiences. The animation underscores the beauty in our collective similarities and vulnerability - no matter who you are.
The Creative Strategy
For the second phase, I leveraged select frames to design striking posters, aligning seamlessly with the City of Toronto's well established aesthetic.
By intertwining artistic expression with a poignant message, my hope was to have a sense of community interaction, possibly touch hearts, spark conversations, and unite a community in a visual symphony of solidarity. This project was a canvas for my animation, illustration, and branding skills, woven together to tell a story that transcends words. This project was a unique chance to showcase my proficiency in animation, illustration, and branding, coupled with my ability to convey meaningful narratives through design.
Potential IMpact KPI's
Community Engagement Target
20,000+ views from the 18–55 age group within Toronto City and surrounding areas with posters becoming collectible art pieces that extended the life of the campaign beyond the initial outbreak, contributing to a 25% increase in brand and COVID awareness.
Social Media Impact Target
10,000+ community interactions (comments, shares, likes) across social media platforms by tracking interactions on key platforms (Instagram, Twitter, Facebook). 50,000+ total impressions across social media and digital platforms within the first 6 months.
Event Participation Target
500–1,000 participants attending community events or virtual sessions influenced by the project. Number of attendees and RSVPs for community events, art shows, or live streams inspired by the illustrated themes.
Audience Reach Target
85% positive sentiment in online discussions and media mentions using sentiment analysis tools (e.g., Brandwatch, Social Mention) to track the tone of conversations around the project. 25% increase in brand mentions related to your design work and the project within 6 months.
Media Coverage Target
5–10 articles, blogs, or features in local and online media outlets measured by the number of media outlets featuring the project or writing about its community impact and artistic merit.
