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What is the internet for if not for cat videos?
The “YouTube Kitty” campaign by JOY saw the creation of a monetised youtube channel of cat videos, with all proceeds going to the Save Wild Tigers charity. Users were encouraged to upload their own cat videos to add to “The Kitty.” The more cat videos people watched, the more money raised!
For this project I was tasked with designing and animating a short explainer video that introduced “The Kitty” idea. Creative direction was to keep the designs simple, with clean neutral backgrounds and slight tints. As a massive cat lady I felt like I had been training for this project for my whole life!
The JOY Agency:
Producer: Tina Braham
Animation & Character Design: Melissa Mai
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