Joy

My answer to a brief from Joy, a British fashion and lifestyle brand, set on the Motion Graphics course at Escape Studios, London. Joy asked for a 20-second social media animation celebrating love, life and laughter, with a link to fashion but without feeling like an advert. I answered with a single red shape that transforms: a smile (laughter) becomes a heart (love), which splits into the wings of a polka-dot butterfly (life). I plotted the butterfly's flight path from the centre of the frame to the JOY logo, so its seemingly carefree flutter ends exactly on the J, and drove the wing flaps with an expression rather than keyframes. On the J, the butterfly doubles as a vintage polka-dot bow, the brand's only appearance, on the end frame. Designed in Illustrator and animated in After Effects.