Age UK wanted to make an animation dealing with the difficult scenario of death and dying. A difficult subject to cover, taboo in certain communities and not something easy to animate sensitively.
The animation needed to re-inforce the message that preparation and openness across the generations is the best and most healthy way to address the subject whether it be imminent or longer term planning.
We worked with the illustrator, Gabi Froden, who had already created some assets for accompanying printed material. Our animation team got to work to adapt and rig them for animation. Our in house team replicated the style and drew extra scenes and characters that weren’t in the assets but were needed for the animated story.
Our creatives and copywriter worked alongside the charity to make sure that the tone and narrative was what they wanted and would resonate with the audience. For a personal, welcoming feel the animation was narrated by a charity member who the story was particularly close too.
Walid Abou El Joud