Twitter needed an animated piece to introduce Safety Mode, a tool that automatically blocks spammy, harassing, and abusive replies. The feature addresses online harassment that disproportionately impacts celebrities, athletes, female journalists, and marginalized communities. The video needed to make the problem visceral while showing how Safety Mode gives users a way to take back their conversations.

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Our Approach

We dramatized what it feels like when people's replies create a dog-pile effect on someone's comment. We created a fictional main character who tweets about an imaginary sporting event and watches the replies spiral out of control. Through illustrated character animation and expressive visual storytelling, we made the chaos of online harassment feel real and personal, then showed how Safety Mode restores calm.

The illustration style uses organic lines and hand-drawn character work to keep the tone human and relatable. The animation moves between moments of overwhelm and moments of relief, mirroring the emotional arc of the feature itself.

The Result

The piece gives Twitter a clear, engaging way to explain what Safety Mode does and why it matters. It uses animation to turn an abstract product feature into something people can feel, which is always more effective than a list of features.