When we received the brief, our first step was assembling the right creative approach to execute the project thoughtfully and authentically. Our team immersed ourselves in understanding PrEP as an HIV prevention tool, drawing on detailed client resources and additional research during our environmental analysis to ensure the content would be accurate, culturally relevant, and accessible.
Concept & Script Development
We began by developing story concepts and scripts designed to resonate with Black Ontarians in authentic, relatable ways. Each narrative was set in everyday environments—such as a restaurant, a barbershop, or a park—where real conversations happen. The goal was to share information about PrEP in a conversational tone that felt natural and engaging rather than overly instructional.
The series was tailored for three specific audiences within the community:
Episode 1: The Restaurant — MSM (men who have sex with men)
Episode 2: The Barbershop — Heterosexual Men
Episode 3: The Park — Cisgender Women
Each script was carefully developed to ensure the characters and dialogue felt genuine while maintaining focus on key information about PrEP.
Style Frames & Characters
Before moving into animation, we developed style frames—detailed visual illustrations of key scenes—to establish the creative direction of the series. Representation was a central consideration during this phase. Characters were designed to reflect the diversity of Black Canadians, with careful attention given to complexions, hairstyles, clothing, and everyday environments so that audiences could see themselves reflected in the stories.
Voice Recording
To bring the scripts to life, voiceovers were recorded with a diverse group of actors. This stage allowed the narratives to take shape and ensured the tone felt natural and conversational. Each video was structured to remain under 60 seconds to suit the requirements of social media distribution.
Animation Production
With the creative foundation established, the stories were animated using motion graphics and character interactions to create visually engaging short-form episodes. Subtitles, text overlays, background music, and sound effects were incorporated to enhance accessibility and improve the viewing experience on social platforms.
By the end of the production process, the series evolved into a vibrant set of animated videos designed to educate, engage, and resonate with Ontario’s African, Caribbean, and Black communities.
