Midi Health

Menopause Art History

Making menopause education feel culturally relevant, cheeky, and native to social - without undermining the credibility or clarity of the information.

client: Midi Health

Deliverable: Social First “edutainment” film

Timeline: Seven Days

Team:

Executive Creative Director, Designer, Copywriters, and me as Motion Design Lead

Create a social-first spoof art history video
Use Venus De Milo as an anchor to frame menopause symptoms through a recognizable cultural reference
Create something dynamic and energetic enough to hold attention in-feed
Maintain Midi’s playful, candid and approachable tone
Introduce deliberately lo-fi, handmade motion quality
Work within a tight timeline (7 days total) and social production budget

Midi had a visual identity, but no motion precedent
I needed to create energy and personality without compromising clarity or exceeding production scope
The storyboard combined captions, camera movement, character animation ideas and graphic elements without a unified behavioral system
The execution approach needed to be achievable within the seven-day schedule

Creating Systems and Structure

Camera pushes create the primary rhythm
- Consistent timing and easing establishes continuity
- Deviations are reserved for punchlines or important beats
Hand drawn elements and stickers add a throughline of recognizable branding, and add rhythmic texture
Character animation as punctuation
- Used selectively rather than continuously
- The goal was not “more animation”, but the right distribution of animation

The Camera and CC animation treatment felt contemporary and native to the feed
Captions needed to read instantly on the phone
Camera movements and captions used simple, smooth, high frame rate animation
Developed a subtle value contrast treatment so Midi’s pink remained legible over the artwork; the design team later adopted it for future pieces

Hand-drawn lines, stickers, and character animation shared a lower frame rate cadence
All low frame rate elements updated on the same frames to avoid visual noise
Drawn linework also received a subtle boil and texture treatment
Stickers and character animation retained lower frame rate without the additional texture

R1 – Foundation: Approve overall timing, VO pacing, and caption treatment
R2 – Motion Language: Approve one representative example of character animation, hand drawn animation, and sticker behavior, along with R1 Revisions
R3 – Full Visual Review: Evaluate all approved treatments working together across the entire piece. Provide Final visual notes
R4 – Sound: Updated visuals and sound design
R5 – Final Approval: Final changes and delivery sign-off

I translated requests for “more animation” into the underlying need: more energy, personality, clarity, or emphasis
I recommended the motion choice that would create the greatest impact within the scope
Camera movement often added dynamism more efficiently and helped audiences notice smaller character moments
Sometimes, a fun animation was just what a moment needed
I presented clear recommendations rather than asking stakeholders to direct every movement

Used AI assisted image generation and generative fill to rebuild separated artwork, create missing visual components, and accelerate character-animation setup

Hand-drawn lines, stickers, and character animation shared a lower frame rate cadence
All low frame rate elements updated on the same frames to avoid visual noise
Drawn linework also received a subtle boil and texture treatment
Stickers and character animation retained lower frame rate without the additional texture

Future pieces could begin from an established production framework rather than a blank project file
This reduced setup and supported consistency

Delivered the final film within the agreed scope and seven-day timeline
Established Midi’s first cohesive motion language for this content series
Developed text legibility treatment later adopted by the design team
Gave the team a concrete reference point for evaluating future edutainment concepts
Midi’s CEO personally shared positive feedback with the marketing team