Coats for Kids
I worked with More Than Auto Dealers on their annual donation campaign to provide Philadelphia children living in poverty with a brand new winter coat. The campaign culminated in a 30 second TV commercial featuring ‘kids style’ character drawings showing the importance of a brand new coat.
Animated TV Commercial
Along with the main commercial, we created a series of smaller GIFs and standalone graphics to strengthen the message and encourage people to donate. The graphics are in the same style of the commercial.
Concept Development
Kids & Coats & Crayons
This concept developed into the final style, however it took a few rounds to get there. To start, we knew the animation would feature a child. After a first-round of adorable, refined character illustrations (by Cailin Giles), the client felt it was too ‘professional’ and lacked a child-like quality. We switched directions and tried different ‘kids style’ drawings until the last one stuck. It’s surprisingly difficult as an adult to capture the whimsy and gestural nature of kids’ drawings, but I think the end result was just what we needed.
Cold Hard Facts
This campaign idea was centered around text-based graphics for social media. I tried several styles to iterate the important point that many of Philadelphia’s children live in poverty and may not be able to afford a new coat. The first felt too gloom n’ doom, the second too preschool, and the third felt like every other text graphic you see on Instagram already. We ultimately decided the facts can be part of the campaign in a less literal way.
Fighters of the Cold
This concept focused on the person donating money for coats as a superhero - they’re fighting the cold! It could incentivize people to donate by framing them in a positive light, however, we decided the focus should be on the children.
Character illustrations by Cailin Giles.