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.
The Brief
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
The Motion Challenge
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
Concept Development
Creating Systems and Structure
Establishing Motion Hierarchy
Midi had a visual identity, but no precedent for motion language. We wanted to define this
The boards contained a variety of animation ideas, but no unified behavioral system
camera movement, captions, graphic elements and character animation all needed to support both humor and educational clarity
The piece needed to feel energetic without becoming chaotic
The execution approach needed to be achievable within the seven-day schedule
Social-Native Clarity
Captions needed to read instantly on the phone
Camera movements and captions used simple, smooth, high frame rate animation
The treatment felt native to the feed rather than like traditional broadcast titles
Developed a subtle contrast treatment so Midi’s pink remained legible over the artwork; the design team later adopted it for future pieces
Handmade, but systematic and scalable
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
Stakeholder Management and Collaboration
Execution and Production Process
AI Assisted Asset Preparation
Used AI assisted image generation and generative fill to rebuild separated artwork, create missing visual components, and accelerate character-animation setup
Build a repeatable production template
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
Why this mattered
Future pieces could begin from an established production framework rather than a blank project file
This reduced setup and supported consistency