Roof Studio Brooklyn

ABOUT

The Good Karma campaign, created by Markham Yard Agency for the Blood Center, aimed to promote blood donation with a warm, engaging approach. The project embraced a charming Claymation style, blending traditional stop-motion aesthetics with modern CGI techniques to create a unique, handmade feel. Central to the film was a heartfelt narrative supported by an endearing jingle, designed to inspire empathy and action.

The production involved over 80 professionals who developed 24 main characters and 52 unique personalities, ensuring diverse representation that resonated with a broad audience. Each character was meticulously crafted from concept to animation, reflecting authentic traits and movements. The animation was designed for multiple screen formats, maintaining narrative integrity across devices.

Visually, the film unfolds during a warm evening with soft sunlight, enhancing its heartfelt message. Beyond the animation, the campaign included over 30 still images capturing key moments and seasonal themes, reinforcing the ongoing importance of blood donation.

The project successfully combined creative storytelling with technical expertise, delivering an immersive experience that balances charm and purpose. It demonstrated how animation can convey complex narratives with universal appeal, inspiring positive societal change through engaging, heartfelt content.

AWARDS

2025 American Advertising Awards in Miami

MADEIT CREDITS

  • New York Blood Center (NYBC)Client
  • Markham Yard.Director of Production
  • Fernanda CuriExecutive Producer
  • Gus Rodrigues3D Supervisor
  • Guto TerniCreative Director
  • Jhonatan LuizProduction Manager
  • Kawe de SáDirector
  • Lucas CamargoCreative Director
  • Vinícius CostaCreative Director
  • * Roof Studio
  • * Fernanda FraizLine Producer
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