Schmitt developed the desaturated color palette around CITGO's colors, subtly tying in reds and oranges for key props and wardrobe to underscore the brand's positive influence through their donation in the story. She brightened the palette with blues to elicit an emotional yet genuine feel-good tone and compliment the voiceover. She further developed the illustrative aesthetic with an emphasis on subtlety, choosing stylized representations of visual cues such as the heart on the woman's shirt and the homeless girl's pendant to connect the filmmaker's emotional involvement making the documentary. motion504's toolbox included After Effects, Cinema 4D, Illustrator and Photoshop.

"It's always great for us to do a project that's truly in Amy's wheelhouse," concludes Reynolds. "She's an exceptionally talented illustrator and fine artist, with a great design sense. Her emotive aesthetic and creative leadership really shined through to make this project a success."

CREDITS

Client: CITGO
Airdate: March 8, 2012
Title: 2012 Fueling Good Film

Agency: Carmichael Lynch
Executive Creative Director: Dave Damman
Associate Creative Director: Ellie Anderson
Writer, ACD: Darren Tibbits
Art Director: Phil Jones
Director of Integrated Production: Joe Grundhoefer
Content Producer: Tara Mulholland
Director of Project Management: Ellie Lundborg

Animation/Design Studio: motion504
Creative Director: Amy Schmitt
Illustrations: Amy Schmitt
Animator: Andy Reynolds
Character Animation: Tom Lubanovic
Calligraphy: Emily J. Snyder, Queen Quills Calligraphy
Executive Producer: Eric Mueller

Music house: Elias Arts
Recording/Mix studio: BWN