“The key to a better future starts with high school graduation.”
― Pathways to education
Pathways to education barriers campaign
Pathways to education is a NPO in Canada that partners with local communities to help young people reach their full potential. When students living in low-income communities graduate from high school, their families aren’t the only ones with a reason to celebrate. Graduation is the key to a more equitable economy, a healthier population, and a better future for all Canadians. I was approached to help build out these spots to raise awareness of the issue. The concept was to show a visual/physical barrier in the form of a readily identifiable icon (i.e a power button, a piggy bank icon, a housing icon) and have these move up and prevent a student character from reaching their school. A simplistic but decently effective visual that got the point across pretty fast. I was tasked with the look development and creation of the 3d modelling, character rigging and texturing for these spots. The texturing process was remarkably fun as we got to paint in all the little schoolyard details for each spot. Overall a fast, fun and effective project for a good cause, what more can you want?
In addition to the broadcast campaign, the images were used in a print campaign as well as for their website.
Team Credits:
Studio: Wove Collective/camp Jefferson
3D modelling, texturing, character rigging, animation: Lee James Ormerod, Scott McPherson