PROJECT #11
Hello local
pROJECT OVERVIEW
The goal of this ad is to help viewers recognize the struggles that newcomers face when arriving in a new place — from emergencies to unspoken cultural rules. After watching, we want them to see Hello Local as more than just a travel app, but as a companion that helps them feel prepared, confident, and safe. Ultimately, the ad should leave them with the reassurance that traveling doesn’t have to feel overwhelming, and that with the right guidance, they can feel welcomed and at home anywhere.
CREATIVE BRIEF
This animation was my way of giving voice to an invisible struggle. I wanted to create something that not only informed but also helped people feel seen and understood. By combining design, motion, and storytelling, I aimed to turn discomfort into empathy – and raise awareness in a quiet, powerful way.
MASCOT
For Hello Local, a mobile experience designed to help newcomers navigate unfamiliar cities, I created Lumi: a friendly, organic mascot built to serve as a warm guide in the dark. To evoke comfort and orientation without feeling rigid or clinical, I explored various glowing light concepts, moving from harsh lanterns and flickering flames to a softer, more emotional visual language. I landed on a fluid, expressive firefly: small enough to feel approachable, but bright enough to illuminate clear paths. Lumi’s soft glow and lively facial expressions turn an intimidating, lost feeling into an inviting, human adventure.
STORY BOARD
ILLUSTRATIONS
LUMI IN ACTION
CREDITS
UX/UI design Team:
Shreya Pradeep Sekar & Shawn Duncan
End Scene: Designed by Freepik
Voice Overs: Eleven labs Voice AI
Sound Effects: freesound_community from Pixabay