hugs from cara
how do we convey the complexity of grief and loss without being too abrasive in 30 seconds?
During a 48 hour design workshop, our team concepted, wrote, illustrated and animated a video and bumper for a non-profit organization called HUGs from Cara who help people through periods of grief. They are an organization started by Cara Zenter's family after a tragic accident cut her life short. We created a video to help explain grief both to those who are grieving or those who are close to grievers.
telling the story of grief
The original script pitch focused on a character going through major life events without the person they lost. We wanted to avoid telling people what grief looks like because … we could never adequately describe what that is for all people, so we adjusted the angle so this video could be helpful rather than upsetting.
pacing the message
Cara left behind two children, one of whom wanted to use her voice to help spread the message of the organization. Our team worked with her to record voice over. The audio came in last minute so in the meantime, we created an animatic to help block out the pacing so the message was clear, but not rushed.
visualizing grief for everyone
We also wanted to avoid using a character because that limits the audience this video resonates with. Instead, we have a single line that changes forms but is always present, moving forward. There is an organic touch to the shapes and hand lettering that emphasizes the humanity that comes with grief.