CASE STUDY 1
First episode psychosis, or FEP, is a term used to describe a group of symptoms or behaviors that are happening for the first time, that are out of the norm. FEP is not a clinical diagnosis but could be the start of a more serious mental health condition.
Psychosis happens when there is a break in reality which causes an individual to have disrupted thoughts and perceptions. It temporarily interferes with the brain’s ability to perceive reality.
campaign branding
Our process started with understanding the existing brand and branching off from that to give the campaign a look that stands out but is cohesive with the current brand it falls under. For this we kept the gothic typeface of Mercy Care and created a logo pertaining to the name of the campaign using that typeface. We also kept with the same color palette Mercy Care already had but found ways to soften it – in this case we lowered the opacity. Throughout all this we had to keep in mind the content and tone. For the tone we wanted something more optimistic since we wanted to elicit the feeling of hope. For the content of the photos we wanted to make sure the subjects were young adult within a range of ethnic groups.
Animating the campaign
Once we had the green light we began coming up with concepts to portray the campaign with moving visuals that would capture our target audience. We discussed different scenarios and what our protagonist would look like, taking into account who we wanted to reach the most with this campaign.
We created story boards for both phone ads and desktop ads since our target audience was younger people who spend more time on their phones.
We pitched styles and discussed animation versus live action but settled on animation being more appropriate for our young adult audience.
From there we spoke with the animator and handed over our storyboards.
We also created different version, aternating the protaginist’s gender and changing the situation they’re in to appeal to a different demographic.
With everything completed the campaign was finalized and launched!
Final product
*This project was done in collaboration and partnership with HMA Public Relations
