trulicity max

Having worked on Trulicity projects before, I was familiar with the brand and its established visual language. For this campaign, Trulicity wanted to retain the flat, graphic style that had become part of their identity while pushing it further with more depth, movement, and energy. Ntropic brought me in to help evolve that look into something more dynamic without losing the simplicity and recognizability of the existing aesthetic.

The first spot centered around NASCAR and established the visual direction for the campaign. The response was strong, and Trulicity returned for a second spot with an even tighter schedule and a smaller budget. Despite those constraints, I was able to build on what we had created previously and push the animation even further.

For the follow-up football spot, I spent time studying live-action references to accurately capture the movement and timing of the characters as they kicked, caught, and threw the ball. That research helped give the animation a more natural and believable feel while still maintaining the stylized look of the campaign.

Both spots were created in 3D and finished in compositing, resulting in a more dimensional and energetic extension of Trulicity’s established visual language.