Joy and Beauty Mother's Day Animation

A soft and touching Mother’s Day eCard that reciprocates the joy and beauty of a mothers love.

When Hallmark approached me with the task to design this eCard, they provided both the greeting, and the idea of taking the viewers across various parts of a house while each line of the greeting appears.

 
Click to watch and send this eCard!

Click to watch and send this eCard!

 

With that concept in mind, I came up with ideas to show the greeting in a creative way by incorporating the words within tree branches, flowers, clouds, and using nature to help tell the story.

Joy and Beauty Animation Rough Storyboards for Hallmark by Jeca Martinez

I kept the eCard very soft and feminine by giving the backgrounds a pastel, watercolor-inspired look all drawn in Photoshop.

Flowers are also common gifts on Mother’s Day, so I went nuts with the wildflowers!

Background Illustration Progress: from line (left column), to color composition (middle), to final illustration (right)

Background Illustration Progress: from line (left column), to color composition (middle), to final illustration (right)

The animation is a mix of frame-by-frame animation in Adobe Flash, and cut-out style in After Effects for that epic flower bloom scene.

Dew Drop Falling Animation Progress GIF by Jeca Martinez
Bird Animation Progress GIF by Jeca Martinez

Speaking of which, that part was incredibly challenging to animate because of the sheer amount of not just the plants and flowers, but also the individual leaves, petals, dots, and stems that make up each plant and flower! 

Not to mention the overall timing of having them bloom to the music while keeping in pace with the camera pan.

But boy was it oh so satisfying to end up with such a beautiful effect such as this!

Flower Bloom Animated GIF for Hallmark by Jeca Martinez

This sequence was animated in After Effects using a mix of the Puppet Pin tool, and playing around with the scale, rotation, and position of each element.

Below is a progress video showing a side-by-side comparison of the animatic, line animation, and final composition. For timing purposes, we ended up changing one of the scenes by switching out the birds and flower basket, with some simple clouds.

 
 

I also repurposed the flower scene into a GIF, which ended up becoming one of the more popular Mother’s Day GIFs on GIPHY, and has since been viewed over 100 million time!

 

 

As I write this and look back on this project four years later, this is still one of my favorite eCards I’ve made for Hallmark, and an animated greeting that will hold up well for years to come!

Click to watch and send this eCard!

Click to watch and send this eCard!


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