Freddie Mac - We the People
“We the People” is an original poem written to celebrate the Black American experience during Black History Month. Navigating trial, triumph, power and pride, the composition pays tribute to the historical and cultural touchstones that give strength to communities of color across the country.
The animation marches with the meter and strides in step with each stanza—text flips, inverts, expands and slides in synchrony with the poem’s fluid movements, spotlighting the beautiful and complicated story of the black American experience. The execution highlights key themes without distracting from the raw impact and performance of the written word, while the rhythm is felt in the meticulous timing—driving and pushing and pulling from beat to beat to beat to beat.
Together, what is seen and what is heard are felt in a voice that unifies history, culture, legacy, and time.
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The turnaround time for this animated piece was a little over a week. So, I worked closely with the Creative Director and animator to pull some inspiration pieces - that were primarily text-based.
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We played around with styles, colors, and movement to achieve the kind of impact that this piece ultimately had. The animator, my direct report, received praise internally and externally - and the piece was showcased just in time for Black History Month.
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RESULTS:
4 Addy Awards
Most-clicked animated piece in FM history