Fractal Communications
Play Safe BC
Role: Creative Director & Producer
Pitched the visual concept, led production planning, and managed a lean creative team. Oversaw project delivery from initial brief through final animation, aligning output with the client’s print campaign and digital strategy.
Project Overview
viaSport BC needed a digital extension of their “Play Safe” print campaign—an animated video to promote safe sports practices in an engaging and accessible way. The goal: align with the existing visual identity while creating something flexible enough for multiple digital platforms, all within a tight budget.
Challenges
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Limited budget and condensed timeline
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Need for consistency with pre-existing print visuals
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Requirement to customize assets across aspect ratios and platforms
How I helped
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Developed a stylized motion approach, and match-cut transitions, to stay on-brand while optimizing production time
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Built a flexible asset system that allowed for efficient content repurposing across various formats
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Recruited and managed a small remote team, directing each stage of design and animation
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Maintained alignment with the client through structured check-ins and collaborative reviews
Results
✅ Increased campaign engagement by 200% compared to previous social content
✅ Reduced production time by repurposing a single layout across multiple aspect ratios—minimizing revisions and speeding up delivery
✅ Applied strategic animation techniques to streamline production, resulting in 30% fewer overages across audio and animation pipelines
✅ Strengthened client relationship, leading to continued collaboration and future project discussions