The Feelings: First responders first.
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.
We as communicators treasure these opportunities where we can not only explore our creativity and push a visual language but to actually help people. We are very happy to bring to you The Feelings.
Working with subjects that matter makes a complete difference.
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 in the.
Helping and encouraging first responders to ask for help.
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 to a group of first responders who shared their stories with the McCaan team.
Combining 3D environments with 2D characters.
This is something that we love to explore and play with as we feel we get the best out of both techniques.
By Mixing these two worlds you get the beauty of lighting and 3D materials and the use of cameras along with the complete control and freedom of illustrating and animating the characters frame by frame.
Meet The Feelings
Characters Development
This film was very much character driven so we put lot of attention and hours on finessing these brilliant cast of seven main characters.
Each of these characters were developed based on several emotional states that were identified at the research stage interviewing a group of first responders. After properly studying all these delicate feelings and after lots of ideas, sketches and brainstorming we ended up with this set of characters, that felt just perfect.
Brushes & Textures
Working with brushes and hand painted textures provided the human and sensitive feel 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 and we developed some guidelines and rules that helped the clean up artists and also provided a consistent look throughout the whole film.
Environments & Assets
Graphic Realism
A perfect combination between realistic textures and lighting with some bolder, stylized elements.
We felt this output was the perfect fit to go along the 2D, textured characters.
Some 2D design process
Animation process
Combining and integrating 2D, frame by frame animation with 3D environments and elements is so much fun, and the output is just beautiful.
Here some process from the pencil, rough animation to the final render, hope you enjoy!
We always aim to push as far as we can the interaction between the 2D characters with the tridimensional environments and assets – putting them in direct contact with these elements brings the most out of this mixed media style.
Storyboard
Probably the most important and key stage of every project, at least for us.
Through this process of brainstorming and structure we make all the main decisions that will grow and develop all the way up to the final render.
Credits
Jelly
Production Company: Jelly
EP: Laura Thomas
Producer: Tom Henneberry
Director: Niceshit
Niceshit
Creative Directors: Carmen Angelillo, Rodier Kidmann & Guido Lambertini
EP: Agusta Timotea
Art Directors: Rodier Kidmann & Carmen Angelillo
Animation Director: Guido Lambertini
2D Design & Illustration: Rodier Kidmann, Bianca Sangalli Moretti & Ganstoll
Lead Cel Animator: Josep Bernaus
Cel Animation & Clean Up: Josep Bernaus, Pablo Cuello, Ezequiel Cruz, Ana Freitas, Bianca Sangalli Moretti, Carmen Angelillo, Rodier Kidmann & Guido Lambertini
3D Lead: Jonas Nunes
3D Design & Modelling: Jonas Nunes, Cristian García, Rodier Kidmann, Guido Lambertini, Pablo Schiavo & Carolina Carballo
3D Animation: Jonas Nunes & Guido Lambertini
Edit & Compositing: Guido Lambertini, Matías Mastrogiano, Ana Freitas & Carmen Angelillo
Sound FX & Audio Mix: Facundo Capece & Lola Ritcher
Bespoke Composition: Felt Music
Composers: Pippa Cleary & Keiran Merrick
IPG Health UK
President: Jonathan Kukathasan
McCann Health London
Executive Creative Director: Guy Swimer
Deputy Executive Creative Director: Kieran Delaney
Associate Creative Director: Libby Middlehurst
Senior Art Director: Cem Hasimi
Agency Producer: Rita Juggessur
Account Director: Oliver Fraser
Senior Account Manager: Hannah McMahon
