CLIENT: Ad Council/Adopt US Kids/Department of Health and Human Services
Hinge created this original, fully animated PSA — from concept, copy, design and animation, to final sound design and mix — for the AdoptUSKids campaign’s 10th anniversary. “Suitcase” is about how a young girl’s life changes from living out of her luggage in foster care, to embracing unconditional love and the occasional familial mishap from her adoptive parents. In spite of kitchen disasters and camping debacles, these imperfect parents are still perfect in our hero’s eyes. It was important to use emotional storytelling and illustrative design to tell this story, along with the software magic of Maya and Nuke to create this dynamic visual narrative.