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Web Video

Lyf

Client: Lyf
Agency:
Animation Type: 2D, Animation, Motion Graphics

Credits
+-
Creative Director
Callan Woolcock
2D Artists
Arunwan, Baptiste Rouleau, Will Hunt
Producer
Natalie Studdert
Illustrators
Jimmy Manton, Jenni Cheng
Lead Animator
Jenni Cheng
Sound Design
Sean Crowley

“Users on Lyf receive support during some of their most gruelling, challenging, and even inspiring stages of their lives from other people who have no preconceptions or judgements about their fellow Lyfers.”

Extract from brief


The meaning of life (and it's not 42*).

Lyf is pronounced “life.”

Lyf is an app.

When you go to the homepage of lyfapp.com you’ll see the video we created to explain what the app is all about. And aside from the logo and strapline “You’re not alone,” that’s pretty much all you’ll see on the home page.

Our video had to engage, educate and then entice the viewer to download the app.

And if you’re thinking the look and feel of the website is remarkably similar to the illustrative style we used for the video, you’d be right. They re-designed their website around our video.

Lyf’s creators recognised the need for an app where users could discreetly share some of Lyf’s more personal moments and challenges. Moments you may not want broadcast on social media but that you’d like to share with a more understanding and supportive group.

Lyf describes itself as being “a beautiful digital space that supports real people through the highs and lows of everyday life.” We were able to take that thought, and through the beauty of animation, translate it into a sensitive, inclusive, stylish message.

* In his famous book The Hitchhiker’s Guide to the Galaxy, Douglas Adams suggested the meaning of life was 42.

Creative Director comments

“We worked closely with the client developing the story and script on this one,” Executive Creative Director Callan Woolcock said.

“They wanted to show different characters in different parts of the world. We made a few modifications along the way. They really wanted us to keep everything very simple.”

 

Technical/style comments

“There’s nothing especially technical about this video - it really all comes down to the illustrative style,” Callan said.

“Our UK office contributed some ideas which we tweaked a bit. Once we got that right in Illustrator, it was all about the story,  which we finished/textured in After Effects.”

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