CDC –
COVID ScHool
Testing
animation
the CHALLENGE
As schools began re-opening following the COVID-19 pandemic, the CDC was tasked with communicating their COVID-19 recommendations on testing to a very anxious and scrutinizing public. As always, this work needed to speak to folks in a language that nearly everyone could understand… not overburdening them with the intricacies, but still providing as much of the facts as parents, guardians and school employees needed to perform the recommended tasks.
the WORK
To deliver an approachable story that met complex requirements, we developed an animated video series using a chalkboard aesthetic and a “school” of fish as stand-ins for people. This creative approach made the CDC’s COVID-19 school testing guidance family-friendly, accessible, and easy to understand, while clearly communicating both procedures and benefits.
With team support, I designed the character models, styleframes, and full storyboards, which were then animated through an external partner. The final deliverables included five short-form videos and one longer, comprehensive piece. The work was well received and shared widely across client social channels and their School Testing instructional toolkit.
Additional Notes
Client:
Centers for Disease Control & Prevention
Agency:
Weber Shandwick DC / Powell Tate
Key Team Members:
Jenn Harfeld [Group Creative Director]
Ryan Dillon [Associate Creative Director]
Robert Schneider [Senior Copywriter]
