Real Cost of Beauty Ideals | James Dawson’s Portfolio

Aug 2022 – Oct 2022

Animation showcase of research on the cost of toxic beauty standards. Part of Dove's End Appearance Hate campaign.

My Role

Led a three-person front-end team, established architecture, divided responsibilities, crafted a lot of really cool bespoke animations.

Highlights

Falling Words

There are a few cool things going on here, all on scroll:

a reusable animated underline component
words falling into “random” places
a slight-of-hand switch of the white text as the yellow cards are pushed upward

Tweened Numbers

How do you scroll from 0 to 500 billion? Use Greensock to tween a value, it turns out.

I also love the angled fill for the numbers. The designers brought some creative challenges, and I was happy to bring the technical solutions.

Color Clip

The site ends with one of my favorite effects: animating text upward while clipping it to appear as though the next section changed its color. When I made this, I kept thinking to myself that this must be how magicians feel to accomplish illusions this smooth.