Pause to Prevent Campaign
Turning a Serious Topic into a Watchable Experience
How do you reach students who scroll past traditional PSAs? The university needed to deliver critical safety information to a young, digitally-native audience often desensitized to warnings. The challenge was to turn a dry subject into something engaging and memorable, a task our creative team at 3 Apples High was trusted to bring to life.
The Creative Solution
Gamified Storytelling with Retro Pixel Animation
We transformed the video into a playable 8-bit video game featuring the University of Toronto mascot, using a nostalgic, gamified approach to make the message more relatable and engaging. The 5-minute animation follows the mascot through four themed levels: Studying for Exams, Getting a Job, Finding a Date, and Getting Sleep. Each level represents a key aspect of student life. As the mascot progresses, they are bombarded by scam messages that mimic real-world fraud attempts. This interactive metaphor reinforced the campaign’s central message: “Pause. Think before you click.”
The Execution
Pixel Art, Character Animation & Motion Design
While working at 3 Apples High, I was responsible for the full animation process, including:
Pixel-Perfect Animation: Carefully animated every element to preserve the authentic movement style and visual language of classic 8- and 16-bit video games.
Character Animation: I brought the mascot to life through running, jumping, reacting, and collecting actions, all timed for emotional and comedic effect.
Motion Design: I designed and animated interactive elements like pop-ups, scores, health counters, and level-up screens to create a cohesive and immersive experience.
Visual Pacing: The sequence was structured to gradually escalate in intensity, mirroring how students can feel overwhelmed by digital scams and reinforcing the importance of pausing before acting.
- After Effects Expressions: I used expressions to automate repetitive actions and enhance timing precision, allowing for more fluid transitions and responsive character interactions.
The Outcome
A Socially Impactful Campaign
The animation became the centrepiece of the University of Toronto’s “Pause to Prevent” campaign and played a key role in increasing fraud awareness among students. It was widely shared on Instagram, helping the message reach its intended audience in a format that felt native to their digital lives. This project demonstrates my ability to deliver high-impact institutional campaigns, animate character-driven narratives, and use motion design as a tool for behavioural change. By combining retro aesthetics with a modern communication strategy, the animation turned a complex topic into something clear, memorable, and relevant.
