Transforming Lives. Creative Direction for YWCA Toronto's Women of Distinction, Video and Print assets. Karin Culliton (2018)
YWCA Toronto Women of Distinction 2018: As the creative director, I oversaw all design work and video production. My responsibilities encompassed creating eight introductory videos, each played before a speaker's address, and crafting a short documentary (featured below) showcasing YWCA Toronto's services. The fundraising video was profoundly moving and well-received. In addition to video assets and motion design, I also managed the creation of print materials, including a booklet, program, advertising materials, invitations and tickets.
Creative Concept: Our creative concept for that year drew inspiration from the artistry of watercolour paintings. Just as watercolour spreads and enriches a canvas, our design concept symbolized how YWCA Toronto's influence extends across the city, making it more vibrant and beautiful. Hand-drawn elements from the print materials were animated in the video assets to imbue the highly-produced profiles with an organic feel, mirroring the creative journey each woman embarked on to shape her career and destiny.
Country: Canada
Language: English
Client: YWCA Toronto
Tools: Premiere, After Effects, InDesign, Photoshop, Illustrator, Sony A7sii
