Humane | Valentine's Day 2025

Project: Humane | Valentine's Day 2025 Client: Humane World for Animals Production / Studio: Groove Jones

Creative Director: Karim Youssef ACD: Henry Casillas Producer: Monte Masters Texture & lighting: Chris Fisher CG Supervisor: Averi Torres Audio: Andrew Carman Animation: Luis Ed. Pineda Compositing: Henry Casillas

Humane | Valentine's Day 2025 is a digital campaign for Humane World for Animals, built at the intersection of digital campaign storytelling and social-first content. The work needed a clear idea first, then enough craft and structure to make that idea read inside the format it was made for.

Groove Jones anchored production, giving the work the finish, discipline, and executional control it needed to land.

On Humane | Valentine's Day 2025, Karim Youssef's hand shows up in the craft layer: the way image, motion, edit, and finish turn the assignment from a set of assets into a coherent piece of communication.

The work had to move cleanly through digital and social channels, where the idea has to land fast but still feel considered, designed, and finished.

The result is a focused creative piece with a clear idea, a disciplined visual system, and enough craft to hold attention past the first look.

https://video.wixstatic.com/video/8d9b7c_335fc6c05d2548b5944ca2f13229ccf0/1080p/mp4/file.mp4

The campaign launched across major social platforms on February 14, 2025, simultaneously with the official rebrand announcement on PR Newswire.

The craft sits in the rhythm: how the image moves, where the edit breathes, how the design supports the subject, and how the final piece keeps momentum without feeling rushed.

The media is placed as part of the read, not as an afterthought: finished work first, then the details that explain the choices behind it.

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.