Animation - NHS
DISCOVERY WORKSHOP: the aim of the workshop was to find an artistic direction, discuss solutions around inclusivity, diversity and relatability, talk about the wider marketing strategy, ratify the script and agree on timelines and delivery dates.
SCRIPT WRITING: the script needed a slight rework to make it feel more concise and easy to watch by our audience online, and in a waiting room on a screen. Our writers and animators worked closely together to make sure the flow of the script would translate well visually.
CHARACTER DESIGN: this was one of the most important aspects of the animation to get right as we wanted everyone to feel included and relate while also keeping the animation engaging. We settled on an abstract style consisting of simple shapes and colours that's friendly and engaging.
STORYBOARD: once the script was signed off, it was time to figure out the visuals. We sketched out each scene, with pen and paper, and laid it out. That way, everyone could get a strong idea of how the finished animation will play out without committing to jumping into production just yet.
6 SECOND SAMPLE: to help with the sign-off process of the animation style, we created a 6 second animated sample that could be passed around to show exactly how the final animation will end up looking.
VOICEOVER AND AUDIO: based on research we picked a neutral female voice that was kind and friendly. For the music, we had to start off slow and sad and build up to a hopeful, friendly tone - for that, we edited our own track to match those needs. We then collated folio sounds and laid them out to match what is happening on screen.
FIRST CUT: this is where we do the big bulk of the work aka the entire animation. We do this in one go, based on everything that's been discussed and signed off previously.
FINAL CUT: this is the stage where we take all/any feedback that was raised for the first cut and action it, delivering the final version of the animation.
SOCIAL MEDIA SHORT: we trimmed the content of the main animation to a shorter version that could be used as a teaser or a call to action to view the full animation on social media.
TRANSLATIONS: based on local stats, we chose the top 10 languages in the region to create translated versions, so that the animations can reach even more people.
Iulia
She / her. Iulia is Rusty Monkey’s animation, illustration and 3D expert. Responsible for making everything beautiful, she also dabbles in graphic design and UX design. Among her credits is an animated music video for local parody heavy metal band Evil Scarecrow. A talented artist, she showcases her work on her Instagram channel. She usually spends most of her time in some random corner of the house with a drawing tablet and a pen, scribbling away. Cat obsessed. Professional house plant killer. Autumn lover. Maker of things.
Mel
She / her; red / blue. Mel is a writer, editor and designer. Equally happy hiking a muddy trail as playing tabletop roleplay games by candlelight. Will seize any opportunity for a party, as long as said party features copious food, prosecco and hits from the 1980s. Her true passion lies in words. A student of literature, she is fascinated by enduring myths, etymology and science fiction. Kurt Vonnegut is her hero. “We are here on Earth to fart around, and don't let anybody tell you different.”
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Chris
He / him. Chris is a co-founder of Rusty Monkey. Chris would like to think of himself as a branding philosopher but in reality it means that he can sit in his hammock and come up with great ideas around business and branding problems. He’s also a BBC-trained camera operator and has worked on many large scale TV events. A technophile. Loves the outdoors and will often head into the countryside with his wife, daughter and camera drone. Really interested in ethical thinking and business.
Zoe
She / her; green / blue. Zoe is a designer, daydreamer and self-anointed snack queen. Once described as “so awkward she’s charming” by a friend, there isn’t a day that goes by without her accidentally slipping in an innuendo. In winter, she hibernates in a blanket of books and netflix, but by late spring emerges with her trusty birkenstocks, ready to go on photography adventures and socialise with the neighbourhood cats. If she were a pokemon she would without a doubt be Pikachu, but a buzzfeed quiz has determined her to be a Magikarp. She’s a firm believer that buzzfeed quizzes cannot be trusted, under any circumstances.
Ellie
She/her. Throw any marketing-shaped ball at Ellie and she’ll catch it - whether that’s content creation, social media management, digital (or traditional) PR, customer experience strategy or anything in between. With her finger firmly on the pulse of all things online (okay, TikTok trends), you’re just as likely to find Ellie watching the News at Ten as you are the latest season of Ru Paul’s Drag Race. Lives and breathes F1 and Liverpool Football Club. Essentially, the nerdiest jock you’ll ever meet.
PROJECT TIMELINE
THE CLIENT
The NHS was set up in 1948 to provide everyone in the UK with healthcare based on their needs, and not on their ability to pay. The NHS is respected throughout the world for the standard of care it gives to patients.
THE GOAL
We were asked by the North East Yorkshire Primary Care Transformation team to create an animation that will explain the role of Social Prescribers within the NHS to the general public. The animation had to be accessible, inclusive and informative.
THE SOLUTION
We opted for creating a simple yet effective animation with lovable and relatable characters to guide the audience through the aspects of the new social prescriber role, how they can benefit from it, and how to access it.
THE TEAM
Our creative guild, led by our animation expert, Iulia.
THEY SAID
"We really appreciate all the work done by the Rusty Monkey team and are very pleased with the process and the products."
-- Carole Wirszyla, NHS England
THE OUTCOME
An engaging and informative animation that helps communicate a clear message to its audience, in a variety of languages + a set of assets to be used for social media, marketing and more.
Looking for animation services?
Get in touch to find out how animation can help you explain your product or service to your audience.
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