case study

Hunt For Hearts

What is hunt for hearts?

For heart month, February 2021, The UOHI Foundation created the Hunt for Hearts scavenger hunt. The thought would be to promote heart healthy activities by going outdoors to collect hearts through a QR scanner app on their phone, or online from their homes. I was asked to help promote this event by making a 15 second commercial from their pre-existing assets. The deadline was tight, with only a week’s turnaround, so the commercial could air before February.

Final video

The process

The turnaround on this project was very tight, and as soon as I was provided with the assets and script I devoted all my time to the project. The assets provided were either in PDF or converted to an Ai file by a third party application. The first thing I had to do was correctly format the files to begin on the motion design. The script lent itself to this, leading me to create the February Heart Calendar, add masks on the characters, and the plane that flies across the screen [00:02 - 00:05], making sure that they integrated with pre-existing assets. 

 

The 15 second video needed to include a 1 second pause at both the beginning and the end as stipulated by CTV commercial standards. This left me with 13 seconds to invite viewers to participate in Hunt for Hearts, but not seem too overwhelming or pushy. The given assets were great on their own, and only needed a small amount of animation to really make them shine. I wanted the focus to be on the main message, with the animation accentuating rather than distracting. I took inspiration from these four scenes in the script:

 

Script

[S1] February is Heart Month. 

[S2] Take your heart on an adventure and win GREAT PRIZES!

[S3] HUNT FOR HEARTS powered by Escape Manor. Support the Heart Institute with outdoor fun for the whole family.

[S4] Register today at HUNTFORHEARTS - dot - COM.

 

These scenes were pivotal in putting forward the vision I had for the commercial, and the UOHI Foundation agreed. The project was a great success and aired on CTV in January.

storyboards

[S1] February is Heart Month
[S1] February is Heart Month

First Scene for the UOHI Heart Month Video

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[S2] Take your heart on an adventure and WIN GREAT PRIZES!
[S2] Take your heart on an adventure and WIN GREAT PRIZES!

Second Scene for the UOHI Heart Month Video

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[S4] Register today at HUNT FOR HEARTS - dot-COM.
[S4] Register today at HUNT FOR HEARTS - dot-COM.

Fourth Scene for the UOHI Heart Month Video

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[S1] February is Heart Month
[S1] February is Heart Month

First Scene for the UOHI Heart Month Video

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[S1] February is Heart Month.

[S2] Take your heart on an adventure and win GREAT PRIZES!

[S3] Play HUNT FOR HEARTS powered by Escape Manor. Support the Heart Institute with outdoor fun for the whole family.

[S4] Register Today at HUNTFORHEARTS - dot - COM.

drafts

Draft 1

Initially Dymon Storage was a sponsor, however they had left the project, meaning I had to change their logo. I found on this draft that the city skyline was a bit dull, the plane was out of sync with the heart and the animations needed polish. However, the base scenes were set, and the pacing of the commercial wouldn’t change much from here.

Draft 2

With the final audio submitted the timing was locked in and I began to polish the animations. I changed the city skyline to teal and switched the Dymon Storage logo to Escape Manor’s logo. I also swapped the direction of the “WIN Great Prizes” plane to right to left for emphasis in the third scene while animating the WIN.

Draft 3

I added motion blur to the heart going around the city as well as drop shadow on the characters to help them stand out more and add depth. In addition I added a minor animation of the flag on the city skyline to add an extra touch to the scene.

Draft 4

I finished up the animation by staggering the timing on the people heading towards the magnifying glass, and I added a pulse effect to the UHOI logo in time with the voiceover to really emphasize the event and it’s cause. After that it was just a minor change to the font colour on the website type and the video was complete!

Final video