DOLORMIN
12 painful illustrations for the new social media campaign
Client: JOHNSON & JOHNSON
Agency: BBDO
Production: CRAFTWORK
Director: Florian Seidel
Post Production: MMP.FILM
Illustration & 2d Animation: Andy Wölfl
CleanUp Artist: Isa Gross
Agency: BBDO
Production: CRAFTWORK
Director: Florian Seidel
Post Production: MMP.FILM
Illustration & 2d Animation: Andy Wölfl
CleanUp Artist: Isa Gross
The project began when Johnson & Johnson, partnering with creative agency BBDO and post production house MMP Film, set out to launch a social media campaign for their range of everyday pain relief products. The campaign would consist of twelve distinct clips, each tailored to a specific type of ache. The creative approach blended 2D animation with live action footage, portraying various kinds of discomfort within relatable, everyday scenarios.
I was responsible for designing and animating twelve distinct characters, with each one designed to personify a particular type of ache. Once completed, these animated assets were handed over to the production team for integration into the live action sequences. A key part of my involvement was collaborating closely with the clip production, where I provided targeted guidance on specific shots to ensure the animated elements would composite flawlessly with the filmed footage.
In practice, this meant working closely with the team at Johnson & Johnson to gain a clear understanding of each pain character's specifics, asking as many questions as possible before diving into the character design process. During weekly meetings with the client, the agency, and the production house, I remained constantly involved in the production process to highlight potential limitations throughout post production and to gather additional information that would inform my design and animation decisions. To manage the client's expectations, I laid out the different steps of the design and animation process, marked crucial milestones, and identified points of no return to guarantee a smooth production and delivery within the assigned timeline. Designs were presented on a weekly basis, giving the client the opportunity for feedback and providing them with insights into the process. Involving the client in the design decision making was something I strongly pushed for, not only to give them a sense of agency, but also to help them better understand the process. This constant dialogue allowed us to precisely hit the client's expectations. On the animation front, I expanded the team by bringing in a dedicated clean up artist, which allowed us to divide the workload and run multiple production streams in parallel, significantly boosting our efficiency.I was responsible for designing and animating twelve distinct characters, with each one designed to personify a particular type of ache. Once completed, these animated assets were handed over to the production team for integration into the live action sequences. A key part of my involvement was collaborating closely with the clip production, where I provided targeted guidance on specific shots to ensure the animated elements would composite flawlessly with the filmed footage.
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