Featuring a number of beautifully illustrated hearts that are embedded onto live action scenarios, from swimmers and rugby players to teenagers and toddlers, the spot underscores the importance of the charity’s research and its impact on people’s lives.
The ‘Thank You’ campaign provided a unique creative challenge for the Mill’s design and animation team, who navigated a fine line between creating a realistic, blood-pumping organ and heartening, cartoonistic illustrations.
The Mill’s animators were charged with establishing a ‘character’ for each heart, and integrating each of the different environments into its design, such as a heart featuring a fruit machine or shaped like a rugby ball, in a way so as to provide continual interest yet never losing sight of the overarching message.
References to buoys, scientific diagrams and steampunk were all used in refining the look of each individual heart.
Mill Art Director Grant Berry, who orchestrated the Mill’s efforts on this spot explains ‘we were given the opportunity to create bespoke, intricately designed hearts containing personal messaging that complimented each individual scenario.
The use of Illustration to create the hearts, cavity’s and typography, really helps to capture the personal touch that makes this such a special piece. It was a fantastic campaign to be a part of, and we hope it helps to highlight the great work the British Heart Foundation does.’
Mill Head of Colour, Seamus O’Kane adds ’it was important to provide a feel to the scenes that was photographically natural yet strong enough to support the graphics and animation.
Within the flow of the film this balance produces a delightful and engaging narrative reflecting the creative input from all the disciplines involved.’