Clients: Association of Equipment Manufacturers (AEM) – “I MAKE AMERICA”
Agency: CRAFT | Media Digital
Launched April 2021

Deliverables:

Illustration & Animation
Campaign Website
Digital and Print Ads
Screen Presentation

Team:

Art Direction: Ken Jaffe, Tara Pairoj-Boriboon
Design: Tara Pairoj-Boriboon
Robot illustration & Animation: Tara Pairoj-Boriboon
Copywriting: Nikki Slade
Project Managing: Nikki Slade
Developer: Sridhar Shankar, Harish Iyer

My Roles:

Art Direction (Robot)
Concept
Visual Design
Animation
Illustration

Overview

I Make America is the national grassroots campaign of the Association of Equipment Manufacturers (AEM), which advocates for bipartisan policies that support manufacturing jobs and the communities. The campaign intends to bring workers and their neighbors together under the shared mission to unite and mobilize on the issues that matter to the 2.8 million men and women of the equipment manufacturing industry.

Year of Action is a theme for I Make America campaign 2021. They have launched an Action Hub in their website where supporters can easily join the fight for their industry workers. The Action Hub allows supporters to take action, earn points, reach new levels and build up “Action Tron” to win the prize.

Action Tron (robot) represents a badge. The more supporters take actions, they gain points, reaching new levels until they win a prize at level 5. This set of Trons has been created combining different manufacturing components together such as excavator, wrench, screws, truck and many more. We started the lowest level with a simple incorporation of equipments to the highest level where a complex structure gets generated.