State Farm | Caitlin Clark

Times Square Takeover
Client
State Farm
Role
Animation Direction, 2D Motion Design
Collaborator
The Mill

Mission

State Farm aimed to make a significant impact with their sponsorship of WNBA player Caitlin Clark by unveiling a series of animated billboards in Times Square. The mission was to celebrate this new partnership on a grand scale, leveraging the buzz of the WNBA draft and Caitlin's anticipated number one pick status.

Outcome

In collaboration with State Farm, we created a dynamic 60-second animation sequence for three interconnected billboards. These showcased a blend of 2D and 3D animations, utilizing kinetic typography and engaging transitions to keep the content lively and captivating. The billboards interacted with each other, creating a unified narrative that turned heads and captured attention in one of the busiest intersections in the world.

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Impact

The project coincided with national press coverage of Caitlin Clark during the WNBA draft, bringing additional attention to State Farm's involvement. The scale and timing of the billboards amplified this effect, enhancing State Farm's visibility and association with a rising sports star, thereby reinforcing their image as a forward-thinking and supportive brand.

Services Rendered

  • Design of style frames and layouts specific to each large-format Times Square billboard.
  • Creation of storyboards to visualize the sequence and flow of animations.
  • Development of unique animation languages combining 2D and 3D elements.
  • Detailed specification and rendering for final delivery to the billboard company.

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