CARE 'Power of a Box'

CLIENT: CARE USA
PRODUCTION COMPANY: HUE&CRY
ROLE: Director
 

It’s always tough to tell a brand’s story. It’s even tougher when the story spans 70 years of evolution and progress. But the toughest part about telling this story was truly honoring one of the oldest and greatest humanitarian foundations on the globe. ’Power of a Box’ touches on the history, the evolution and the sheer scope of the work that the CARE Foundation has been delivering since the first half of last century, an effort that has improved the lives of a billion people in 90 countries around the world. 

This piece combines 2D, 3D and cel animation into a style that appears flat when you view any single frame, but is rich with dimension when you hit play. It was a process that started with design, and finished with design. No cutting corners in the animation phase here.

Additionally, the core message and visuals of ’Power of a Box’ have been translated to a :30 and :15, as well as print, digital and social media to create a new campaign for CARE. My hope is that an organization that was at one point the "go to" for humanitarian contribution will again become a household name that people know and trust. I look forward to continuing to push their message and to help deliver lasting change.

CARE 'POWER OF A BOX' CASE FILM

Press

I’m proud to say that CARE was well received by industry media. The piece was permanently placed into the STASH Media library, and can be found in issue #115, featured on Motionographer, Ice-cream Hater, Wine After Coffee, Shots.net, and more.

:30 BROADCAST version

Extended Media Campaign

CARE uses printed materials for the majority of their promotional media, placed in airports, malls and magazines, as well as mailers and web banners. Concepts are often adapted to all of these formats. In order for the design team over at CARE to be capable of generating comps for their vast array of channels, a massive asset catalog and style guide was created, including elements from nearly every shot, copy lines, background textures, plus two hand-drawn typefaces. Below are some examples of some of the ads built from the kit.

The CARE Poster

As a final touch, a 6-color screen-printed poster was commissioned to commemorate the CARE Foundation. A short run of only fifty of these hand-screened posters exist and have mostly been given to our client, collaborators, contributing artists and team members as a token of my appreciation and love for this project. A good friend of mine, Liam Ward, painstakingly hand-pressed the poster in his private studio.