ThinkArgus, a marketing and branding agency that focuses on public sector and purpose-driven projects, hit us up with an interesting challenge from the MA DPH Bureau of Substance Addiction Services: Make mindfulness cool for 11- to 13-year-olds—and turn it into a digital experience that keeps them engaged.
Our team developed a suite of characters (Frank the Narwhal made it, Paul the Rolling Meatball did not); landed on an age-appropriate visual style, and honed in on an avatar who could take the kids inward. Our Inner Wanderer needed to exude internal peace—to demonstrate that the tools young people seek out to bolster their well-being are already inside them. The game is just practice, and the habits themselves, once mastered, won’t rely on a screen after all.
As the Art Director, Lead Designer, and Animator, I was responsible for shaping the visual experience of the game. I designed the game map, and UI elements, and also animated the UIs and in-game activities, bringing the world to life with smooth, playful motion that reinforced the game’s mindfulness themes.
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I n t r o V i d e o
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Branding + Initial World Concepts
