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.
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.
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.
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:
Thank you for your amazing work – it's been very important for growing us and Mental Health Awareness Week as a brand.
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.
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.
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.
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.
Blackpool Council asked us to make a film reassuring parents that sending their children back to school is the right choice. In the time of a new normal, parents and children might feel nervous returning to education. Blackpool Council needed a film that showed every precaution being taken to make sure nothing gets in the way of children enjoying their learning. Appealing to both parents and children, the style needed to be accessible, bright but packed with useful information.
The campaign was rolled out across animation, print, vans, bus stops and social media advertisements. Positive and uplifting, the tone of the animation remained approachable – easing the anxieties of returning to school. Balanced with serious information, the design informed parents whilst exciting children for their new school term.
The campaign was successfully rolled out onto several different touch points. Bold and playful, the animation was used on social media and in schools to help ease everyone back into the new term.
From start to finish, the team at Flow Creative have delivered above and beyond. Working to a very tight deadline, the team created a bespoke multi-channel campaign with flair, dynamism and patience. It completely nailed the brief and brought our vision to life.
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.
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.
The 2020 awards were a hit, broadcast to four different countries, and with over —- attendees and —- interactions on social media.
Mike Pye + Co are an agile team of marketing experts who asked us to produce a brand film for the business. The film needed to engage with potential customers, explain the benefits of having a strategic marketing plan and how Mike Pye + Co work with their clients to achieve amazing results.
Using the brand’s shapes and vibrant colour palette, we created a playful, engaging animation that brought some of the more abstract concepts of marketing to life. It was important that the film felt energetic and human, because that sums up the team and work behind Mike Pye + Co, and this had to shine through. We adapted the brand shapes into characters, building blocks and collaborative teams to visualise the work MP+Co do.
The film is used across Mike Pye + Co’s social channels, email newsletters and to attract and onboard new customers. Having a film that looks and acts as an extension of the main brand helps bring a real consistency to everything the business puts out there.
The team at Flow are exceptional. They created a beautiful brand video that conveyed our point of difference in an innovative way, content that will really set us apart and take our business up a level. Working with them is a joy, they take time to really understand your business and make the experience engaging and enjoyable.
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.
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.
Cognisoft plans to use this film to launch their new programme in September and increase software sign ups.
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.
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.
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.
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.
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.
“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.”
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.
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 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.
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, 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.
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.
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.
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.
Those who can are working from home, setting up a nice background for office video calls can be difficult.
Isolation means no going to the gym, in times like these we have to get creative with our equipment.
This tip is all about staying at home. That’s it, that’s the tip.
If you weren’t before, you should really be washing your hands. A lot.
Avoid touching surfaces where you can and if you can resist.
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!
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.