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World Diabetes Day · Film

A World Diabetes Day awareness film, made to be watched to the end.

An animated campaign film produced for World Diabetes Day 2024 — concept, script, animation and post — built for the feed, where the first two seconds decide everything.

Watch the filmOn Instagram · published 14 Nov 2024
Still from the film: a purple globe, its continents drawn in dots, on a pale sky-blue ground
Still from the film: wireframe cubes, white dots and a violet pyramid drifting on deep blue

Still 02Abstract forms carry the middle of the pieceStill 01The globe motif the film opens on

Client
Healthcare awareness campaign
Industry
Healthcare · Global
Published
14 Nov 2024
Format
9:16 vertical · reads muted
What we did
Concept, script, animation, post
The problem

On 14 November, every health brand posts something.

The day is crowded

Awareness days are crowded. On 14 November every health brand posts something, and most of it is a statistic set in a nice typeface — which is read by nobody and remembered by no one.

The format fights the message

The format fights the message too. A campaign film for social has to work muted, vertical, and in the first two seconds, because that is where the decision to keep watching is actually made.

Health carries a duty of care

And health messaging carries a duty of care. It has to stay accurate and avoid the two easy failures of the genre: frightening people, or being so gentle that it says nothing worth acting on.

Approach · the first two seconds

Lead with the moment, not the statistic.

The film opens on something recognisable rather than a number, so a viewer is already in the story before they are asked to absorb anything.

Post 1 of 4 · first two seconds

A number, before a reason to care

Two seconds buys one figure in a nice typeface. The viewer is asked to absorb something before anything has drawn them in — so the thumb keeps moving.

Statistic posts are drawn as placeholders. They stand for the genre, and quote no one.

Approach · the format

Design for muted, vertical, and two seconds.

Shot 9:16 for a phone held upright, and composed to be understood with the sound off — the imagery carries the message rather than depending on a voice-over the viewer may never hear.

  • Vertical, 9:16. For a phone held upright — made for the feed rather than adapted to it.
  • Muted by default. The imagery does the work a voice-over would, so a viewer who never turns the sound on still gets the message.
  • Captions throughout, so nothing in the message depends on the audio.
Still from the film: wireframe cubes, white dots and a violet pyramid drifting on deep blue
  • Imagerycarries the message
  • Captionsthroughout
  • Sound design & final mixnot heard — and nothing depends on it

Muted, as most of the feed is. The message still lands: the imagery carries it, and the captions never stop.

Approach · the medium

Animate rather than film.

Motion graphics rather than footage — a choice made for three reasons.

On-brand

Motion graphics keep the piece on-brand from the first frame to the last.

No casting, no consent problems

It sidesteps the casting and consent problems that come with health footage.

Shown, not described

An abstract condition can be shown rather than described — the imagery carries it, not a voice-over.

Scrub the film's structure — drag the strip, or use the arrow keys
Still from the film: a purple globe, its continents drawn in dots, on a pale sky-blue groundThe full filmOpening
Watch the film
Approach · the finish

Finish it properly.

Sound design, mix, captions and export in the ratios each placement needs, so the same piece works in a feed, a story and a landscape embed.

Still from the film: a purple globe, its continents drawn in dots, on a pale sky-blue groundStory

The shape it was made in: 9:16, for a phone held upright.

  • Sound design
  • Final mix
  • Captions
  • Export for the placement
How it was made

From one message to every placement.

Concept, script, animation and post, end to end — with the storyboard and style frames signed off before animation began.

  1. Stage 01

    Concept & script

    Concept and script developed against the campaign’s single message.

  2. Stage 02Sign-off

    Boards & style frames

    Storyboard and style frames signed off before animation.

    Storyboarding
  3. Stage 03

    Animation

    2D motion graphics and kinetic typography.

    2D motion graphicsKinetic typography
  4. Stage 04

    Composition

    Composed to read muted and vertical, with captions throughout.

    Captioning
  5. Stage 05

    Sound

    Sound design and final mix.

    Sound design
  6. Stage 06

    Delivery

    Delivery in the aspect ratios each placement required.

What it was for

A public health message delivered as a piece people finish, rather than a poster they scroll past.

Made with
2D motion graphicsKinetic typographyStoryboardingSound designCaptioning
Creative Video Production Watch the film
Outcome

What changed.

A campaign film made for the feed rather than adapted to it

Message legible with the sound off

Published on World Diabetes Day 2024 and still public

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