Free
To Be
After the pandemic PureGym wanted a heightened focus to well-being in the workplace. Concerned some staff weren’t comfortable bringing their full-self to work, they thought it best to reinforce the company values and speak to every individual in a personal way. Free To Be was born.
Collaboration:
PureGym People Team
Role:
Lead Designer
Contribution:
PureGym People Team
Role:
Lead Designer
Contribution:
Conceptualistion
Storyboarding
Motion
Identity
Direction
Storyboarding
A script was supplied and it was my task to work up a concept that would be considered sincere and would resonate with everyone on an individual level. I made a choice to produce and direct a graphical animation, with no VO and no person insight. I believed for the message to be truly personal it could not come from ‘someone who didn’t look or sound like me.’
Concepting
Below are the initial concept explorations that eventually inspired the storyboards and animation, and helped to look beyond the animation alone.
