Kai.ai
An AI platform that helps support mental health patients
Challenge:
Kay.ai approached us with a unique but delicate ask: create a video that speaks directly to their end users, not with technical jargon, but with empathy, warmth, and clarity. The goal was to build trust and spark curiosity without feeling overly sales-driven.
The tone needed to be personal and emotionally resonant, while still touching on the broad range of Kay.ai’s capabilities. Visually, we had to strike a careful balance, show enough to intrigue, but not so much that it felt like a product demo.
Solution:
We focused on a storytelling-first approach. To emotionally connect with the viewer, I envisioned a simplified, expressive character who would guide us through the narrative, not as a mascot, but as a proxy for the user’s own journey.
The result was a minimalist "hero" character: a simple circle with three dots instead of a face. This abstraction gave us the freedom to project emotion without over-defining it, keeping the character relatable to anyone.
Visually, the direction remained graphic and clean to let the messaging lead. To support the emotional arc, we leaned into fluid motion, seamless transitions, and a sense of quiet magic throughout the animation. Every movement was designed to feel intentional, almost meditative, pulling the viewer in without overwhelming them.
Motion Graphics | Art Direction | Sound: Yaya Gadon
Designs: Hannes Greyling
Sound design: Yaya Gadon
Copywriter: Karin Meytahl
Process:
With a tight timeline, the team moved quickly while staying focused on intention and clarity. The project kicked off with rough pencil sketches to map out the narrative flow and emotional beats. Once the initial storyboard was approved, Hannes took the lead on developing wireframes, styleframes, and a fully designed storyboard.
In parallel, exploration began on the behavior and movement of the hero circle, testing timing, transitions, and subtle animation cues to bring a sense of life and personality to the simplified form. This phase was critical in achieving the emotional tone at the heart of the story.
With the visual direction solidified, the project moved into full animation and sound design. Thanks to clear communication, well-defined milestones, and close collaboration, the final video was delivered on time, fully aligned with the creative vision and the story Kay.ai set out to tell.
