Melodie Hoke
Melodie Hoke | Design & Art Direction
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Minds for Life Launch Campaign

Minds for Life Launch Campaign

Role: creative lead (concept, art direction, scriptwriting, design, illustration) Agency: Your Favourite Story Credits: Strategy: Steve Quirke | Copywriting: Natasia Demetriou & Casey Bird | Creative director: Darren Groucott

Minds for Life is a revolutionary mental healthcare service, that delivers counselling sessions to users via video chat. Your Favourite Story were tasked with developing a campaign to bring this exciting new product to market. As creative lead on the campaign, I developed a concept that puts viewers in the shoes of those suffering from various mental health conditions. These three films take us through our characters' daily lives, where white line illustrations represent Minds for Life making things a bit easier for them.

We created three films like the above, which were about 2.5 minutes long each, and then edited them into 1-minute versions (below).

The below mood board and storyboard were used to develop the concept. I then hand drew the illustrations for each scene, which were brought to life with animation.

These three films were at the core of our launch campaign, setting the tone to create a social content calendar. You can view the Minds for Life Instagram here.

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