CLIENT
Citibank
project
Educational Mortgage Series

rOLE
Cel Animation 
Motion Design
Animation

Citibank needed a series of educational videos to fuel positive consideration and shift the perception of how daunting mortgages can feel. By addressing common misconceptions and empathizing with customer concerns, the Critical Mass team created a lighthearted juxtaposition of animation and live action; aiming to reduce intimidation and humanize the complex content around mortgages. Each video opens with an animated metaphorical sequence to help aid the explanations clearer. For the intro sequences, cel animation was utilized as a way to bring the playful illustrations to life in a genuine, human way, ensuring the topic was more appealing and approachable to their audience.  
Squirrels
Rent or Buy
STARS
Home Buyer's Checklist
black and white
Afford
See it differently
Finances
5 senses
Loan Types
DIVE IN
Rent or Buy

100%
Closing Costs
Fingerprints
Home Equity
CLIENT
Citibank
PROJECT
Mortgage Education Series
ROLE
2D Animator

CREATIVE DIRECTOR
Kelley Doris
art DIRECTOR
Michael McQuade

ANIMATION art DIRECTOR
Stephanie Joo

DIRECTOR
Max Gutierrez

DIRECTOR OF PHOTOGRAPHY/EDITOR
Tom Kucy

MUSIC AND SOUND
Kirill Telichev

PRODUCER
Josie Van Der Velden

PRODUCER
Kate Thuman

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