Tru Social Media

Tru is a new platform that wants to turn social media back into what it was supposed to be – a way to connect with other humans in a positive way.

Challenge

Most of us probably agree that social media has turned into a monster. It’s led to feelings of unhappiness, been used as a tool for bad actors, and instead of bringing us together, it seems to be tearing us apart. We’ve also learned that it was designed from the beginning to be addictive, making it that much harder to pull ourselves away from it. So how can Tru succeed?

Solution

Tru’s business solution is to take the power out of algorithms designed to keep you scrolling for ad impressions – no matter how toxic the content – and put it back into the hands of humans. We took that into account and made it the forefront of the message in this video. Once we engaged viewers with emotional reminders of how toxic current social media is, we established how Tru is different and what they’re doing to make social media what it should have been all along – a way for people to connect with technology, instead of being controlled by it. With flowing visuals and a somber (yet not overly dour) voiceover, the message is clear. Tru turns you back into a user of social media, instead of being used by it.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

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Credits

Client: Hive

Animation production: Yans Media

Style: 2.5D  Motion Graphics

Vertical(s) High Tech

Creative Direction: Tigran Movsisyan

Art Direction: Anet Hovhannisyan

Illustrations: Anet Hovhannisyan, Gani Hakobian

Motion Graphics: Hakob Gepenyan, Smbat Harutyunyan

Traditional Animation: Gani Hakobian, Anet Hovhannisyan