We partnered with McCann Health to develop this beautiful and very needed campaign. Supported by Laura Hyde Foundation, 'First Responders First' is an initiative that was set up to support NHS healthcare workers on the UK front line.
Due to intense demands of their job, first responders were already a high risk group for mental health issues, such as depression and PTSD and COVID-19 has only made this situation worse. The characters and lyrics were created based on interviews of a group of first responders. After properly studying all the delicate feelings involved, we ended up with this set of perfectly imperfect characters.
Working with brushes and hand painted textures provided the human touch that we needed to tackle such a delicate subject, and at the same time it created a beautiful contrast with the CGI environments. Since we used a set of different brushes for each of the characters, we developed some guidelines and rules that provided a consistent look throughout the whole film
The film goes through a lot of different environments and scenes. For each, we crafted dozens of detailed elements and props.