Tanakan is a project about a pharmaceutical drug designed to improve focus. Tanakan helps you concentrate and be more productive. In this series of video ads with the help of animation, we recreated the feeling of being frustrated, out-of-focus and even desperate. The most complicated tasks are the ones that appeal to the inner world of the viewers, to their fears and emotional experience. It is very important not to push a person away, but to evoke empathy so that everyone could recognize themselves in the video. Here we managed to achieve it to the fullest, that’s why we are so proud of this project.
About Design and Animation
To make the audience sympathize with what’s happening on the screen, it is essential to leave some space for fantasy. That’s why the style of the project is minimalistic and the movements are simple, but at the same time nonlinear and with their own character. In order to make the story easy to associate with personal experience, the character is often depersonified or only partially present in the frame. Tricks like that help emphasize the emotional aspect and personal experience, which, essentially, plays the biggest role in this product.
Yaroslav Kononov, Max Kravchenko, Ihor Karas, Vladimir Liubarskyi