We The People

2021

Made in collaboration with the Obamas, Peter Ramsey, H.E.R and Netflix, “Active Citizenship” is the first episode in a Schoolhouse Rock-inspired musical anthology series from Chris Nee and Kenya Barris entitled We The People that aims to give a civics crash course to a nation that thinks the filibuster is a topping at Cinnabon.

Change

This story highlights the importance of active citizenship in order to create positive change in our communities. Powered by a groovy H.E.R soundtrack, the visual
style is an abstract representation of collective power, shared values, and inalienable rights.

Meet Maya

The story follows Maya as she strives to bring positive changes to her community.

1. Color and Music Score ↓

Journey through Color Progression

More than just an aesthetic choice, color played a critical role in driving the narrative.

When we first meet Maya, she’s surrounded by a muted palette, but as she gains confidence and gets more involved in her community, the world around her becomes more vibrant, building to a hyper-saturated explosion of color (and vibes!).

2. Vibes ↓

Speaking of vibes, we needed a way to show Maya’s positive effect on her community in a tangible way. We chose to visualize this change through a fun, wavy shape—an abstract manifestation of Maya’s energy, enthusiasm and action.

Character Design

Unlike Schoolhouse Rock, the characters in We The People are meant to feel like real people who live in our world. We surrounded Maya with an authentic, raw, and diverse cast of characters.

3. Maya’s Journey ↓

As the story progresses, we wanted to reflect Maya’s transformation. We did this not just through color but through her wardrobe as well — her style becomes bolder and more expressive over time.

4. Expressive Typography ↓

Typography played an important role. We wanted to find moments where we could bring the type into the world as a bold, defining feature — integral to the design, without feeling like an afterthought.

Shape Shifting Type

We balanced these scenes with softer compositions where the type is organically integrated — appearing as a pattern, a street sign, and in graffiti. We also used type as an abstract, transitional element.

5. BTS ↓

From finding the right visual language, to crafting bespoke characters, and building the larger world, we had a ton of fun exploring the concept during the initial design phase.

Check out the other We the People episodes ↓

Bill of Rights

Miracle of Morning

Stronger

Credits

BUCK

Chief Creative Officer

Ryan Honey

Group Creative Director

Joe Mullen

Global Executive Producer

Emily Rickard

Executive Producer

Nick Carmen

Creative Director

Steve Day

Associate Creative Director

Janice Ahn

Senior Producer

Justin Harris

Art Director

Sol Lee

Associate Producer

Erin Lockard

Global Head of Design

Brian Won

Storyboards

Jake Armstrong

Junyi Xiao

Design

Bruna Imai

Colin Bigelow

Dan Muangprasert

Daniel Amdemichael

Debora Cruchon

Fabrizio Lenci

Janice Ahn

Jigyu Yoon

Jonas Mosesson

Julia Mattos

Lina Yu

Sol Lee

Sung Hyun Kim

Tony Legato

Tuo Kan

Global Head of 2D Animation

Daniel Coutinho

Animation Directors

Jake Armstrong

Joe Brooks

Previs

Anna Cardillo White

Ivan Sokol

Jake Armstrong

Junyi Xiao

Reza Iman

2D Animation

Ben Hill

Dries Van Broeck

Gonzalo Menevichian

Joe Brooks

Lisa Kim

Taylor Griggs

Cel Animation

Alexander Bernas

Ivan Dixon

Jake Armstrong

Junyi Xiao

Lumi Chang

Matthias Cuciniello

Olivia Blanc

Ryoko Kondo

Stephen Loveluck

SFX

TJ Rozsa

Colorist

Rick Wilson

Titles

Chief Creative Officer

Ryan Honey

Group Creative Director

Joe Mullen

Global Executive Producer

Emily Rickard

Executive Producer

Nick Carmen

Creative Director

Andy Lyon

Senior Producer

Justin Harris

Art Director

Debora Cruchon

Global Head of Design

Brian Won

Design

Colin Graham

Debora Cruchon

Mark Kulakoff

Global Head of 2D Animation

Daniel Coutinho

2D Lead

Nick Petley

2D Animation

Daniel Rodrigues

Delainey Cummins

Lumi Chang

Morgan Allison

Nick Petley

Cel Animation

Junyi Xiao

Matthias Cuciniello