Blue Studios partnered with Groove Jones on a Valentine's Day 2025 campaign for Humane World for Animals.
The campaign launched across major social platforms on February 14, 2025, simultaneously with the official rebrand announcement on PR Newswire.The team used several different techniques to research and test the claw and tearing effect. Here are examples of other materials for the mural, as well as different claw elements to teach the material. We recorded these tests to experiment with what the animation should look like.
