LUS Mother’s May Animation 

Art Direction, Motion Design, Animation, Illustration

For our 2022 Mother’s Day sale, the campaign was focused on curly-haired moms and the lack of time they have to spend on themselves after becoming a mother. We really wanted to emphasize the importance of self-care and feeling beautiful for moms, while highlighting the simplicity of our curl products in achieving that.

The creative team was tasked with coming up with an advertisement that communicated this messaging and our month of Mother’s Day promotions.
We found that content featuring our company’s founder and her story have always resonated well with our audience, and so we wanted to center the main advertisement on her and her new life as a mother. 

For this project, I took the lead in storyboarding, illustrating, and animating the commercial.
All illustrations were hand-drawn by myself using Procreate on an iPad, and then animated using Premiere Pro.

For the art direction, we went with a hand-drawn,“story book” style animation to make it feel more personal and sentimental, and also to stand out visually amongst other advertisements in the space.
The commercial was released on multiple large television channels across Canada, as well as reformatted and run as digital ads on our social media platforms. The general response to the ad was relatability to our founder as a mother, and increased traffic to our site and sales as a result.