Animation Craft

With 1.2 million vulnerable people still shielding from COVID-19 but doctors experiencing “blindness” to relentless COVID-19 messaging, we wanted to focus their minds on protecting their patients. We needed something engaging to jolt them out of their apathy.

But how to look at COVID-19 differentially? How about a world that exists somewhere between a hospital and a pinball machine? Where the steel pinball is representative of the ever-present threat that COVID-19 could strike their patients anytime. Brought to life in a combination of dramatic real life and charming, very watchable, animation.

Judges Comments

“Covidball” ticks all the boxes for animation craft; the attention to detail, the execution, and the world-building. This campaign was such an imaginative idea and kept viewers captivated throughout, creating suspense that the pinball could strike at any moment. It delivered a clear overall message whilst also acknowledging individual circumstances, feeling like a collection of relatable micro stories.

The panel observed that the animation did not cut corners and took care to include small details, even if they were only on screen for a few seconds. Everything from the sound effects to the character reactions was well considered, completely tying the story into the pinball world. The idea to combine the CGI with a real pinball and a 1960s pinball machine added further to the immersive tension, giving the film a rawness that lends itself perfectly to the real and present threat of COVID-19.

Overall, it was a clever metaphor delivered through the right medium, clearly taking time to set up and with a huge level of technique, care and effort involved. The result is exquisite.

James Nolan, Lucid Group

CAR T-cell therapy is one of cancer’s most advanced treatments—yet when patients most need clarity, they’re met with intimidating scientific language. The spark came from a patient, who imagined her CAR T-cells as “little ninjas” – a fresh metaphor grounded in lived experience.

Partnering with Gilead and BAFTA-nominated StudioDesk, we created “The Tale of the CAR T Ninjas.” Every element was intentional: character design brought T-cells to life, bodyscape visuals made invisible science visible, bespoke sound mirrored the emotional journey. Despite serving just 250–500 UK patients annually, the animation attracted 5,678+ website visits – transforming daunting complexity into hope.

With COPD, every exacerbation matters. Each can cause irreversible lung damage – yet 40% go unreported. The “Talk Yourself Into Taking Action” animations, created in collaboration with the Roche Global COPD Patient Council, were designed to change that.

The animations recognise that people with COPD typically know when something isn’t right – but they often talk themselves out of speaking to a healthcare professional. To bring that invisible inner dialogue to life, we crafted characterful 3D lungs debating their worsening symptoms, with one lung downplaying the situation but the other recognising it’s time to act.

There’s growing pressure to prescribe sustainably. But putting patient control first is the most sustainable outcome.

Chiesi chose to reframe sustainability from a burden to a heartfelt “thank you.” Through handcrafted stop-motion animation, we transformed the NHS prescription slip into a storytelling device. This gave the message emotional depth and visual warmth, making sustainability feel human and relevant.

We follow Katherine’s struggle with uncontrolled asthma. Then a pivotal shift: her patient-centred prescription shapes a hopeful new landscape, reflecting life with controlled asthma. The beautiful soundtrack by BumbleBeat is the unseen narrator, guiding the emotional arc of the film.

“The Gecko That Said It All” brought cationic emulsion technology to life through a distinctive animated character who transformed complex clinical messages into an emotionally engaging story.

Created to launch Catiolanze, the film used high-quality 2D animation to humanise adherence challenges, highlight ocular surface benefits, and clearly communicate the product’s dual benefit. Gary the Gecko anchored a fully integrated campaign across video, digital, and live experiences. Blending medical accuracy with imaginative craft, the animation increased engagement with healthcare professionals, strengthened brand differentiation, and supported rapid uptake at launch, demonstrating how thoughtful animation can make science memorable, accessible, and impactful.

The Weight of Rare Disease is an animated film created to make the unseen experiences of children with rare diseases visible within school communities. Inspired by a real letter from a child and co-developed with educators and families, the film immerses viewers in a child’s emotional world rather than explaining medical facts.

Hand-drawn textures combine with geometric abstraction to express feelings of isolation and belonging, while sound design uses ambient classroom noise, breath and heartbeat to shape emotional rhythm. Through considered animation craft and minimal dialogue, the film transforms complex medical realities into a universal story of empathy and understanding.