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Play Safe BC 

Client

viaSport British Columbia

Agency of Record:

Fractal Communications

Scope of Work

Concept and Design
Animation
Social media Assets
Vo & Audio Design

Credits

Creative Director Agency: Kyle McKenna

Creative Direction & Production: Jennie Davis

Design & Animation: Brendan Sadaka

Audio: Underdown Audio

Raising Awareness 
and Promoting 
Safe Sports

The Mission

The primary objective of the collaboration between Dreck Studio and Fractal Communications was to transform viaSport British Columbia’s existing traditional media campaign into an animated video format that would broaden the campaign's reach and impact. The aim was to create an attention-grabbing, concise video that communicated the importance of safe sports practices and encouraged individuals to utilize the PlaySafeBC Flag Tool to help people understand how to identify and respond to unsafe behavior in sport.

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We began by distilling the traditional campaign into a stylized design, utilizing bold shapes and colors that aligned with the viaSport British Columbia brand.

 

Our concept focused on seamless movement between frames, creating a continuous story. We developed five main scenes and strategically selected three for each video, using match cuts to transition between them without additional animation or adjustments to the sound design, which allowed us to stay within budget.

To achieve this goal, we examined their existing materials and devised a visual direction that would complement their established aesthetic while also allowing for greater customization and versatility going forward.

Visual Direction

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Reference image found on Pinterest

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Reference image by Peter Greenwood 

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Reference image found on Pinterest

• Minimal Colors
• Match cut animation
• Strong lines
• The “line” is the hero
• Flat 2D style with minimal texture

Sketching out the story

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Styleframes

Utilizing the original campaign graphics as our foundation, we have crafted a dynamic color block style that not only amplifies the essence of the movement but also captivates the viewer visually. This innovative approach maintains the campaign's authentic vibe while delivering an aesthetically pleasing outcome.

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Baseball.jpg
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 Match cut.

We utilized a technique known as a "match cut," which involves seamlessly transitioning between frames while maintaining the animation direction or position of the preceding frame. This approach allowed us to effortlessly switch between scenes in the videos, resulting in a diverse array of visual variations without incurring substantial costs.

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We didn't forget social!

Recognizing the platforms for distribution is important to keep projects within scope. Particularly when targeting digital and social mediums, it becomes important to account for the various aspect ratios needed.
By strategizing and crafting designs with these ratios at the forefront, the process of adapting content to suit each platform is seamless.

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9x16 Stories

1x1 Instagram

16x9 Youtube, landing page

Ready to set things in motion?

Thank you for taking the time to view our case study. We hope it has provided valuable insights into our approach and capabilities. If you're ready to set things in motion and take your brand to the next level, we're here to help. Contact us today to schedule a consultation and let's create something great together.

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