NHS
Adult
nutrition
Animation Direction, Character Design
Video Editing, Sound Design
Storyboarding, Animation
NHS South East London
The British Dietetics Association
Year: 2023
With a staggering number of approximately 3 million adults in the United Kingdom affected by malnutrition, the question arises: do oral nutritional supplements hold the sole answer to this prevalent issue?
In an exciting collaboration, I grouped together with a team of two other animators for the esteemed NHS South East London Prescribing Support Dietetic Team (PSD) to develop an educational film, aimed to serve as a valuable guide for UK General Practitioners (GPs), enabling them to navigate the complexities of addressing malnutrition by offering the most clinically appropriate and cost-effective solutions for affected adults.
Through visual storytelling and expert insights, this collaborative effort strives to assist GPs with the knowledge and tools necessary to make informed decisions and provide proper care to malnourished individuals.
Animatics
In the initial brief provided by the NHS, the requirement for a narration was not included. However, as one of the directors, I took the initiative to suggest the inclusion of a narration in the animation. This decision was motivated by the consideration of accessibility, particularly taking into account the busy lifestyles of healthcare professionals, such as doctors, who may have limited time to read subtitles while attending to their demanding responsibilities.
By incorporating a narration, we aim to enhance the accessibility and user experience of the animation. The spoken narration will allow healthcare practitioners to easily follow the storyline and key information without the need to divert their attention to reading subtitles. This approach aligns with our goal of creating an engaging and user-friendly educational resource that effectively communicates the latest guidelines for addressing malnourishment in adults.
Animatics by Zhuxuan Zhang
Voiceover draft by Zuliana Eusoff
Character Design
The NHS carefully considered the representation and diversity of the characters, making a conscious decision for the characters to come from ethnic minority backgrounds to reflect the diverse nature of the real-world population.
The portrayal of the main character was designed to convey the physical manifestation of malnourishment, emphasising their weakened and frail appearance. By visually depicting the impact of malnutrition on the main character's physicality, we aimed to evoke empathy and raise awareness about the seriousness of the issue.
Conversely, the doctor character was envisioned to exude professionalism and eagerness to provide assistance. Their appearance was carefully crafted to reflect their role as a healthcare professional dedicated to helping individuals affected by malnutrition.
Visual Direction
I put forward the suggestion of utilising a colour scheme consisting of primarily blue and white in order to align with the official colours of the NHS. This palette was chosen with the intention of establishing a strong visual connection to the NHS brand for an overall cohesive look.
By incorporating the NHS's official colours, we aimed to reinforce the association with the healthcare organisation and enhance the film's overall branding. The consistent application of these colours across various visual elements such as characters, backgrounds, and graphic elements contributed to a harmonious and visually appealing aesthetic.
Adhering to this colour palette created a visual identity that resonates with the target audience, instilling a sense of familiarity, and reinforces the association with the NHS. This approach not only contributes to a cohesive and polished look but also strengthens the overall branding and recognition of the film within the healthcare community.