The Brief: Introduce a "how-to" video and supporting collateral for a new Street Cricket fundraiser added to The Princess Margaret Cancer Foundation's event calendar, including short-form video cuts for localized distribution and a social media playbook to guide participant fundraising.
Creative Strategy: Working within a tight budget, the strategy centred on developing a clean series of four animations explaining each component of Street Cricket, supported by event perimeter fence scrims and a comprehensive 20-page social media playbook.
The Execution: Took full creative ownership from initial concept through to final production — designing and art-directing four animations, a suite of event perimeter fence scrims, short-form video cuts for localised distribution, and a 20-page social media playbook. Managed all deliverables independently within tight budget and timeline constraints, ensuring brand consistency across every touchpoint.
My Role: Senior Art Director & Designer — sole creative responsible for concept, design, animation direction, and production of all campaign deliverables.
