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
![](https://assets-global.website-files.com/6587446097412512a9da1aa5/65cf83041fc3d6e711544449_Board%202%402x.png)
![](https://assets-global.website-files.com/6587446097412512a9da1aa5/65cf8302b642645b6db7e5ce_Board%201%402x.png)
![](https://assets-global.website-files.com/6587446097412512a9da1aa5/65cf830263cc47abb116c84a_Board%203%402x.png)
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
![](https://assets-global.website-files.com/6587446097412512a9da1aa5/65cf8328ad9283ab8d243189_support%208%402x.png)
Below are the initial concept explorations that eventually inspired the storyboards and animation, and helped to look beyond the animation alone.
![](https://assets-global.website-files.com/6587446097412512a9da1aa5/65cf83298991c9e862117d58_support%202%402x.png)
![](https://assets-global.website-files.com/6587446097412512a9da1aa5/65cf8329718d8f1a003c992b_support%201%402x.png)
![](https://assets-global.website-files.com/6587446097412512a9da1aa5/65cf8329ae51be8e3ec01db1_support%203%402x.png)