At B-Engaged/HIFEN, I was tasked with creating an Instagram graphic for Kyle Walker, Calm, and Puma to promote men's mental health awareness in conjunction with their partnership, which featured a unlock-able kit in FIFA 22 and available in stores.
HIFEN Studios were responsible for a hero video, and the graphic was my responsibility, which ultimately led the art direction for the video asset. As for the design, I opted for a cut-out effect to create overlapping depth as you slide through. I integrated 3D bolts inspired by the kit to highlight Kyle's pace and utilised cut-out letters with varied fonts to convey the feeling of mental health struggles, representing confusion and disarray.
Hero asset created by HIFEN Studios. Includes performance & analytics at the end.
