Tom Bartlett | Motion Designer | Art Director
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Flo Health

I worked a 6-month freelance contract with the paid UA team at Flo Health to support with the design, animation and development of social media content. The advertisements were published globally across Google, Meta and Moloco.

Tom Bartlett | Motion Design | Art Direction

Flo Health

Challenge

I had the pleasure of joining Flo Health for to support the user aquisition (UA) team with the production social content for their global markets. During my 6-month contract I was fully embedded within both the design, motion and strategic teams. My role was focused on creating informative content that was fun and engaging. Over 60 + projects were fulfilled, covering a wide range of topics centred around female health. Flo claim to be the world’s #1 women’s health app. With over 420 million people around the world use the Flo app to track their periods, ovulation, pregnancy, and perimenopause.

Solution

My involvement included the production of animated content, UGC style video edits and UI/UX animation to engage potential users with the friendly and informative app. During my contract I’d typically storyboard all content first to obtain sign off before animating. All storyboards and designs were crafted in Figma to allow for greater collaboration among the team. The end result was a mixture of hand crafted animation both 2D and 3D. I also edited a lot of UGC style content to build narratives around similar themes. I further used AI to generate stock footage where required. AI also was used across some projects to create cartoon style videos. The process involved creating a selections of starting frames for each scenario to obtain consistency across the board. These were initially generated with Envato’s video gen and Nano Banana to edit between clips. Furter videos were generated in Google’s Veo 3.

The project above is a display of hand designed and animated UI/UX style assets to give the user a feel for the app’s design and user friendliness. AI was used to generate the image of the woman and then put into motion using Veo 3.

The project above demonstrates the use of traditional design to create a flatlay graphic where users can quickly learn about how their mood may be affected through their cycle. I designed the look and feel in Figma and then created a large set of characters using Envato’s image gen and some detailed prompts. From this starting point I was able to generate a video of each character to reflect the mood’s they were feeling. This was all edited together in After Effects to get a seamless loop between expressions.

All of the content on display here went on to feature globally across social media platforms and paid advertising spaces.