I led on the creative development of the promotional campaign for TD Summer Reading Club 2021– A partnership between TD Bank and the libraries across Canada. This online club is filled with great books, games and activities for students observing the Summer break. I worked with my team to select four books (two English and two French) with diverse stories told with 2D illustrations. Using the illustrations, we distilled, retold and brought the stories in four :15 second animated spots, highlighting the key characters and their struggle, while inviting the viewer to learn more by joining the club.
Below are the videos we created and our rationale for choosing the books we did.
CLIENT: TD Bank / TD Ready Commitment
ROLE: Art / Animation Direction, Concept Development
LOCATION: Toronto, Canada
story 1: Malaika's Costume
A beautiful story about a little girl experiencing her first Carnival since her Mother moved to Canada. When her Mother doesn’t send her money for her costume (as promised), Malaika is left wondering if she’ll dance in the parade at all. Luckily her Grandmother saves the day by giving Malaika a costume from her childhood Carnival. With its rich, vibrant colours, the story gives readers a glimpse into Caribbean culture and language, while teach lessons of resilience and hope.
la corde a linge
Every time he has his allowance, Réal, who lives above a neighborhood convenience store, pounces out of his house, tumbles down the stairs, pulls the knot of the clothesline on the way and runs to buy candy. But one day, this little habit turns into a nightmare when he trips and gets stuck suspended in mid air. We chose this book for its simple, yet tantalizing intrigue. The visuals are funny. In order to get the attention of the viewers and make them want to read the book, the idea was to capture Réal’s dilemma.
follow your breath
This book starts on a little boy experiencing anxiety due to him and his parents moving to a new house. This book quickly turns into an introduction to Mindfulness as his mother takes him and all his friends through various techniques and tricks to be more connected to oneself, the earth and each other. A long read, but an important one, with different takeaways for different ages. Follow Your Breath is especially important this day and age, considering the amount of time stuck inside, staring at screens, feeling anxious about the state of the world we live in.
laurent c'est moi
The beautiful sensitivity we find both in the story and in the illustrations is what brought us to choose this book. In our video, we wanted to emphasize the qualities and the sensitivity of Laurent, and acknowledge the fact that the Botanical garden, in which he is in his element, can be the starting point to finally connecting with his classmates.