This was an Instagram Feed post promoting the Durex brand with a target release date of April 20 (420, maaaaan!). This idea was perfect for Durex to use in trying to engage with their younger target audience, which was the goal. I had to find a balance in the imagery as I sourced photos and animated. Obviously the implication was about smoking weed, but to show a joint or hemp leaves, etc. would associate the brand with drug use. There is actually no mention of any drugs or drug paraphernalia in the animation or post caption, but the idea gets across with no question.

I used Photoshop to prep all the source imagery and After Effects for the animation.