DigiAdGood

Measuring What Matters

An animation commissioned by the DigiAdGood network, funded by the Economic and Social Research Council (ESRC) and UK Research and Innovation (UKRI).

The goal is to create something tactile and hand-crafted to illustrate the warmth of human connection, urging a move away from vanity metrics in advertising toward a more human-centric approach. As Creative Director and sole designer and illustrator on the project, I developed a paper cutout world where stories are told through origami, mixed media and sketch lines. This brought the world of traditional craft into the digital space, reflecting the warmth of the brief's message.