New York Blood Centre 'Good karma by the Pint'

Exquisite storytellers and directors ROOF built an entire world to depict the ripple effect of ‘good karma’ when you donate blood for the New York Blood Center. Crafting a ‘clay-mation’ style CG film with over 40 characters and richly detailed environments, ROOF create a world filled with warmth and heart to encourage New Yorkers to donate.

In addition to the animation, the campaign included over 30 carefully crafted still images. These images ranged from key narrative moments to new compositions featuring alternative characters and backgrounds.

“We aimed to create a cohesive and impactful storytelling experience that engaged and motivated our audience while maintaining good vibes. This project highlighted our creative and technical abilities and showed how storytelling can motivate action and lead to significant change.”

- ROOF

“Central to our mission was inclusivity and representation. We portrayed a diverse range of ethnicities and identities respectfully to meaningfully reflect our broad audience.”

- ROOF

See more from Roof.