The Brief 

Rethink is a UK based charity whose mission is to ensure that everyone affected by mental illness has a good quality of life. They wanted two short animations conveying to viewers what the Mental Health Act and The Care Act were. 

The Idea 

Our team presented an idea that mixed both realistic and abstract imagery. Which saw a diverse line of characters walking past the frame in a conveyor belt style and as we pull out wider, we see the path beginning to splinter and crack. Highlighting the hurdles that people living with severe mental illness face accessing resources and support.   

The Process 

The team at Rethink was on board with our idea and we got work. Our main challenge was ensuring that the content was both pragmatic and empathetic. It had to be both informative and engaging in equal measures, with our team always conscious of the sensitivity of the subject matter.

Following the sign off of the scripts, we made sure that tonally that pragmatic empathy carried through to the mood boards, storyboards, animation, and sound design.