Animation

Mental Health Awareness
Week 2021

The Challenge

The Mental Health Foundation has a clear mission, to help people to thrive through understanding, protecting, and sustaining their mental health. For the second year we worked with with the UK based charity on their flagship annual campaign Mental Health Awareness Week. We helped to define the campaign objectives, key messaging and call-to-actions, and created  the campaign branding. The theme for this year was Nature, and specifically the mental health benefits of spending time in and connecting with nature. The campaign style fed through a range of deliverables, including animation, supporter packs, OOH advertising, case study films, reports and social media content.

Brand images
Instagram Stickers
Guidelines
The Solution

The biggest challenge in this campaign was creating a broad appeal that resonated with a very wide and diverse audience. The MHF was trying to reach literally every UK adult, a huge task but a worthy ambition to help as many people as possible at a time when we all need a boost to our mental health. The look and feel for the campaign, the messaging and the call to actions had to be accessible and appealing for them to reach and engage with the UK’s diverse population. 

To make the visual style of the campaign appealing and relevant we used a mixed media approach of combining quirky illustrations, photography, film and bold hand drawn typography. This enabled us to create an adaptable campaign that resonated with each platform’s audience, no matter what their personal circumstances were. We also ensured that we showed a diverse mix of races, abilities and environments to help the content connect with everyone in the UK.

We worked with a typographer and hand lettering artist for the hand-drawn typography element, creating positive short messages that would uplift people and inspire them to find out more. These were used in a range of different ways, from the main campaign lock-up to a suite of social assets and print documents. 

The Illustration style was playful and fun, showing a diverse range of people connecting with nature in a huge range of ways. These illustrations were used across all comms assets too, enabling the campaign to feel accessible and friendly in tone, while delivering serious content and guidance.

Fundraiser Packs
Downloadable Resources
Animation

We created an animated hero film in the mixed media campaign style to help them share the message and talk about the importance of Nature to our mental health. The script had to be fun and engaging, to get across the seriousness of the message, but in an accessible and friendly way. The quirky, illustrative style mixed with filmed footage and photography makes a rich and widely appealing look that that enables the film to be accessible to a diverse audience. 

Styleframes
Animation
The Result

Our work with the Mental Health Foundation enabled them to gain more reach and resonance this year than ever before. Through a bold creative style, clear and inclusive messaging, they have grown their following and, hopefully, helped a lot of people to improve their mental health through connecting with nature.

Some of the key highlights for this years MHAW were:

 

  • The Foundation secured over 25% share of voice for MHAW which is up by 3.3% compared with 2020. 

 

  • There were 1,654 unique media mentions of the Mental Health Foundation during MHAW reaching an estimated 58.2m people (according the Foundations media monitoring Cision), a slight increase in mentions compared to 2020 (1,410 mentions and 181.4m reach).

 

  • The Duke and Duchess of Cambridge engaged with MHAW by holding Mental Health Minute on Friday 14th May, 2021. This activity significantly boosted coverage alongside a widely covered mid-week visit by the Duke and Duchess to Wolverhampton. The Royal Foundation also provided a graphic of Duchess of Cambridge and a quote for the Foundation to use specifically on the Foundation’s social channels.

 

  • A very wide and eclectic range of celebrities and public figures engaged with the week. Some of the highlights included a Letter to Editors from Julie Walters, Gail Porter talking about mental health on C4’s Steph’s Packed Lunch and insights from Dr Radha.

 

  • This year for the first time Wales secured extensive quality coverage across all media types during the week. ITV News Wales at 6pm interviewed Jenny Burns live, whilst also featuring a pre-recorded interview with a case study of Ruth Knight from Standing Together Cymru as well as Natalie Sadler.

 

  • First time ever both Foundation’s hashtag #MentalHealthAwarenessWeek and #ConnectWithNature were trending in the UK on Twitter at #1 and #2 position on the first day of the Week.

 

  • Secretary of State Health Matt Hancock recorded mental health video with CEO Mark Rowland. They discussed the scale of the mental health problem and the evidenced-based preventive solutions that could be actioned to tackle this growing concern.

 

  • Foundation’s Programmes have been heavily featured during MHAW this year, Standing Together Cymru attracted a lot of media attention including ITV Main News Wales

 

  • Joint project with WWT London Wetlands Centre to assist hundreds of people gain access to nature through Blue Prescriptions Programme. This was featured on the front page of The Guardian. 

 

  • Over 6,000 schools pack being download showing the importance that nature plays on children’s mental health. Plus, The Week Junior puts us on the front page (circulation of 240,000 targeted at young people).

 

  • Over 1.1 million page views on the Foundation website, around 80% of which is from new visitors. Nature Top Tips received over 80,000 page views.

 

  • Engagement on Facebook grew by 45% from 2020 to 2021, even though there was a decrease in followers.

 

  • To date the Direct Mail Appeal has raised £10, 838 and still counting exceeding its income target of £9,000 already. The appeal focussed on the Nature Peer Education Programme for Schools and young children
GIFs
Testimonial

Thank you for your amazing work – it's been very important for growing us and Mental Health Awareness Week as a brand.

Richard Grange - Associate Director of Communications and Media

The Mental Health Foundation

The Challenge

BBC Creative approached us to bring 2020’s Children in Need national TV commercial to life. Due to the difficulties with live-action filming as a result of COVID-19, this was the first time the Children in Need advert would appear as a fully animated two-minute junction takeover. The commercial needed to feel emotive yet positive, and shed light on the ways Children in Need supports the UK’s most vulnerable children, whilst also encouraging donations from the public.

Styleframes
GIFs
The Solution

The narrative, written and illustrated by children’s author, Tom Percival, focused on three children’s experiences with isolation, poverty and adapting to a big life change. In collaboration with BBC Creative and Tom, we developed a storyboard that worked with the expressive illustration style and told the stories of the three characters in the most fitting way. Our team supported Tom with creating illustration and artwork, and animated each scene so that it felt hand crafted and seamless. The film was supported beautifully with a bespoke music score composed and recorded by Alex Baranowski.

Character Design
Storyboard
GIFs
The Result

In the run up to November’s Children in Need show, the two-minute commercial aired to build support for the night. Alongside the hero film we produced a 10-second teaser, and series of 20, 30 and 60-second cut downs that all aired on BBC One and Two. 

We’re looking forward to seeing the final donation numbers following the live show and are extremely proud of collaborating on an important campaign for such a worthy cause.

To hear more about the real charities and the incredible people they support, click here.

 

Oneness Ident
Rigs
GIFs
Testimonial

Flow were a dream to work with, they were collaborative, imaginative, turned around feedback in record time and made the whole process incredibly smooth. They really care about what they do and put absolutely everything into the project, which is reflected in how beautifully it turned out.

BBC Creative

The Challenge

The Semrush Nordic Search Awards puts a spotlight on the most innovative and talented marketing campaigns across Finland, Denmark, Sweden, and Iceland. This year due to COVID-19, they asked us to create a slick and stylish awards film so that they could bring the awards to the attendee’s homes.

Logo Reveal
GIFs
The Solution

We created a film that had a mix of 3D sequences, footage and type animation to deliver a premium feeling awards ceremony. Centred around gold fragments rotating in space wrapped in ambient waves which shimmer in the colours of a nordic sunset, the whole film celebrates both nordic talent and scenery.

 

3D Sequence
Stills
Countdown
The Results

The 2020 awards were a hit, broadcast to four different countries, and with over —- attendees and —- interactions on social media.

Testimonial

Testimonial

The Challenge

Software company CogniSoft asked us to make a film explaining their innovative tool – YETI Infinity – which has been over 35 years in the making. With help from the mythic creature, YETI makes managing apprenticeships easy for employers, learners and administrators. We needed to make an engaging film which showed how flexible organisation tools could make potential customers best in class for their learners and clients.

Style frames
GIFs
The Solution

Hitting the balance of professional and contemporary, we developed an art style which feels grown up but not boring. The animation is slick and smooth with intricate face rigs that convey the ease YETI provides for users. Brought to life, the yeti mascot is full of personality where previously only static – he is a memorable mascot for online learning and sets the brand apart.

Storyboard
Process
The Result

Cognisoft plans to use this film to launch their new programme in September and increase software sign ups.

Testimonial

We approached a number of potential agencies and our decision to go with Flow Creative was purely based on the quality of their published work. Throughout the process we found their teams ability to take our ideas and translate them into meaningful content was excellent.

Cognisoft
The Challenge

The Mental Health Foundation is a UK charity whose mission is to help people to thrive through understanding, protecting, and sustaining their mental health. This year they asked us to help create a look and feel for their annual Mental Health Awareness Week. As part of the official government response to COVID-19, the theme for the week was kindness. We helped establish a brand which fed through animation, fundraising packs, reports and social media content.

Social Graphics
Instagram Stickers
Guidelines
The Solution

We created a brand that dealt with serious issues but felt positive and left the UK feeling optimistic. The style championed the Mental Health Foundation green along with a character-led illustration style. The combination of geometric shapes and abstract textures communicated subtly how mental health can make you feel off-balance and muddled but the friendly characters kept the topic of mental health approachable and reassuring.

Fundraiser Packs
Downloadable Resources
Animation

As part of the suite of materials for this campaign we created an animated film to help them spread the message and talk about the importance of Kindness. We wanted the script to be fun and engaging, to get across the seriousness of the message, but in an accessible and friendly way. We developed the script into a poem, and the comedian Mark Watson, an ambassador for the charity, recorded the voice-over for the film. The quirky, illustrative style comes alive in animation, and bespoke sound design adds the finishing touch.

Styleframes
Animation
The Result

The animation and digital materials are currently part of the UK government’s official response to COVID-19 and has encouraged people to fundraise for the Mental Health Foundation during May, staying active during the current pandemic.

GIFs
Testimonial

“We were really impressed by the creativity Flow brought to the mix and they felt like a great fit for this important campaign for us. We’ve loved collaborating with the team and the campaign materials they’ve produced are amazing.”  

The Mental Health Foundation
The Challenge

Join the music revolution! Lickd is a cutting-edge online service that provides licensed music for digital creators to use in their content, featuring songs from artists such as Noel Gallagher and Sam Fender. Lickd asked us to take their brand and add our motion magic. We created an in-depth motion brand guidelines that featured ident, lower thirds, paid social advertising and thumbnail design.

Motion Guidelines
The Solution

We built on the existing brand adding new gradients, slick graphic sound waves and bold typography to create professional and cohesive motion guidelines. The motion exudes a contemporary cool which appeals to its audience; the new generation of creators.

The Result

The guidelines have been rolled out for all social and video content and the Lickd team are able to keep their brand consistent whilst moving. Their content is now dynamic and polished, establishing them as a trusted provider of legally licensed music.

The Challenge

After creating their brand film, Stockport based charity Together Trust asked us to create several films which explain their many services. Upkeeping the friendly and colourful illustration style we had developed, the service films show off the important and life changing care the charity offers.

Ashcroft Styleframes
Service 01

Ashcroft Film

Ashcroft, a school service provided by Together Trust, supports children with particular needs with equipement and specialist teachers. We here the story of Emma, a girl who’s life was changed by the work that Ashcroft does.

Ashcroft GIFs
Service 02

Community Film

Another of the many services Together Trust provides is their community support. The charity works across the North West to provide a range of activities, from cooking classes to outdoor hikes, ensuring that every person can reach their full potential regardless of ability.

Community Styleframes
Community GIFs
Testimonial

It can be challenging to describe who we are and what we do because our services are so diverse. But Flow really managed to capture the spirit of our charity. The team were lovely to work with and were so generous with their time - understanding the people we support and how important they are to us.

Together Trust
Challenge

We’re not sure if you’ve heard but there is a global pandemic going on right now. Here at Flow, we wanted to spread some laughter and positivity with everyone during these difficult times. We did this by doing what we know best, animation! This series of playful videos featuring a range of quirky illustration styles, shows off some top tips for surviving the awful situation that we all find ourselves in currently.

Styleframes

01: Create a pleasant workspace

Those who can are working from home, setting up a nice background for office video calls can be difficult.

02: Find ways to workout

Isolation means no going to the gym, in times like these we have to get creative with our equipment.

03: Stay at home

This tip is all about staying at home. That’s it, that’s the tip.

04: Wash your hands

If you weren’t before, you should really be washing your hands. A lot.

05: Avoid touching surfaces

Avoid touching surfaces where you can and if you can resist.

06: Help someone with their shopping

It’s important to be kind and help each other out, especially the most vulnerable people in our community. We hope your furry friend is as helpful as this guy!

Result

A set of 6 social animations with characterful animation, contemporary illustration, and in-house SFX to boot. The animations reached over 6,000 people on Instagram alone and hopefully made a few people smile at this unprecedented time.

The Challenge

Each year Manchester releases a festive animation to celebrate the city as the destination to be at Christmastime, with its world-renowned Christmas markets and festive activities. We were approached to develop 2019’s animation that depicted Manchester as a warm, inclusive and welcoming city to faces old and new. 

Directors Cut
The Solution

We developed a narrative, for the animation, centred on Maya, a little girl new to Manchester, who writes a letter to Santa asking for some friends. The letter magically shoots up the chimney and begins a journey through the city – with Maya in frantic pursuit bumping into a host of people and festive landmarks on her travels, before landing in Santa’s hands. Santa inspects the letter and gestures behind her, to the new friends she’s ended up meeting along the way, who welcome her with open arms. 

 

 

Character Designs
Character Designs for Animated Christmas Advert Illustrated Character Designs for Manchester Christmas Advert Christmas Character Designs for Animated Advert
Gifs
The Solution

MFour had designed campaign artwork, inspired by Scandivanian folk art, that would be showcased around the city and underpin the look and feel of the film. Taking cues from that artwork, we designed and illustrated a host of geometric characters and Manchester-inspired backdrops, that would help tell our festive, heart-warming story. 

 

We collaborated with sound design studio, Gas Music, who added the final magical touches with a bespoke music track and sound effects.

Initial Storyboard
Animation Storyboard for Christmas advert for events, social and billboards animation storyboard for Manchester Christmas Advert Storyboard for Manchester Christmas Advert for Social Media, Events and Online Manchester City Council Christmas Animation Initial Storyboard, used to create animatin for social media, events and billboards Animation Storyboard for Manchester City Council Christmas Advert to be used on billboards, online and social media christmas storyboard of animated characters
The Results

The animation encourages people to visit Manchester and evokes civic pride. The animation is currently being launched across social media and will be shown at the ‘Manchester Christmas Light switch on’. Shortened versions, portrait versions of the animation were shown around the city to help get everyone into the Christmas spirit while doing their Christmas shopping!

Process
Mfour Christmas Animation Process Gif using After Effects Plugins to make girl character chase evelope Animated GIF of After Effects process, using plugins to make girl shocked at Envelope flying up the chimney Mfour Animated Process GIF using after effects plug ins
Testimonial

The team at Flow were a real pleasure to work with, taking our initial brief and transforming it into a warm, emotional narrative that captures the Christmas spirit. Manchester City Council's Christmas animation has become a beloved tradition, and Flow has done a fantastic job of keeping this custom going.

MFour
The Challenge

Motion Hatch is a popular online learning platform for freelance motion designers and animators, who run a peer support group called Mograph Mastermind. They asked us to create an animated promo video to help promote their Mograph Mastermind Program and encourage people to sign up.

Illustrations
Mograph Mastermind Program animation of girl Mograph Mastermind Animation of girl on mobile Mograph Mastermind Animation of Girl feeling overwhelmed Mograph Mastermind supports with a range of goals Animation of characters working on software character animation of a group working online animation of computer with animated characters
The Solution

We decided to take a fully animated approach to the film, as we knew this would resonate best with our motion savvy audience. Using Motion Hatch’s vibrant brand guidelines we created a textured, illustrative style that demonstrated the struggles faced by a freelance motion designer, and how the program’s mentors can help you navigate those struggles, and ultimately progress you and your career! 

 

We were super excited to collaborate with the team at Sono Sanctus on an amazing bespoke sound bed and music track too! 

Storyboards
Mograph Mastermind Animation Storyboard initial sketches Initial Sketches for Mograph Mastermind Program Animation storyboard of mograph mastermind animation, featuring characters and laptop animation storyboard for Motion Hatch's Mograoh Mastermind Program Mograph Mastermind Animation Storyboard ending on logo animation
The Results

The video is currently being used to promote sign-ups for Motion Hatch’s new program cohort, which happens every 8 weeks. We’re excited to see how the film impacted the number of new sign-ups, so watch this space for the official numbers! 

Process
Testimonial

It was fantastic to work with Flow; they really care about the work that they do. They listened carefully to what we needed from the animation and delivered a great piece. We'd recommend working with Flow, and hope to be working with them again soon!

Motion Hatch
Flow Creative
The Red Hat