Creating the Look
Our team had the opportunity to create a new concept for promoting the campaign. An important task that had to be considered was the type, graphics and colours had to work in both a motion graphic and video setting.
Welcoming Week brings together communities and cultures of all kinds as a way to celebrate diversity and create connections.
IRCC partners with Welcoming Week Canada to help promote the annual campaign. Our role is to create graphic assets for the organization to use on their social media, as well as on IRCC's platforms.
Our team had the opportunity to create a new concept for promoting the campaign. An important task that had to be considered was the type, graphics and colours had to work in both a motion graphic and video setting.
Welcoming people into your community shows up in many ways, which is something we wanted to take into consideration. We came up with three settings to film that would reflect this: activity (soccer), sharing food (picnic) and work (office). We then drew up storyboards setting the scenes and suggestions on how they could be filmed.
We also decided a unique element could be to include the word "welcome" into the scene. Taking the typographic style we developed for the campaign look, we found a company to print the letters in blocks so we could use them in the filmed scenes.
Our team worked really closely with the video crew to direct and stage the environments for each of the campaign videos.
While the video team worked to select the best shots and colour correct, we developed the graphic animated intervention, designed to emphasize the message.
The final product resulted in three 12 second ads.
The static and GIF elements drew from the similar block style look of the word "welcome" in the videos. They also reflect similar environments as each of the 12 second ads. These visuals were used on social media to promote the week.
