ad council "TEXT MONSTER" rga
design & animation by THE WILDERNESS

this was the first of two spots that we created for the ad council's "THAT'S NOT COOL" campaign. our designs were composed of simple shapes, bright colors, and familiar symbols to appeal to a young audience, while tackling the complex and serious issue of youth mobile device abuse. the shapes were cut by hand, scanned, and animated. the animation style was simple: we only allowed the shapes to move along vertical and horizontal lines. shapes would cluster together in a manner reminiscent of 2-D video games like asteroid or tetris. this was to give the entire spot a feeling of youthful simplicity, honesty and accessibility.