COPD Flare Ups

Working on behalf of a pharmaceutical company and patient support organisation alongside Atomic Matter to craft an engaging awareness campaign, Neil Stubbings showcases how important topics can be communicated through craft, and a little bit of humour.

Crafting three films that aim to embody the internal struggle between brushing off symptoms or taking them seriously, Neil designed in his classic witty style a pair of lungs to communicate the message of the campaign, striking the balance between empathy and entertainment.

Brief

Tasked with creating memorable characters that are appealing to the audience, without slipping too far into childish or absurd territory, Neil used his expertise in crafting characters with life and warmth to bring to life the animated pair of lungs. As director, designer and animator, Neil was responsible for establishing and shaping the tone of voice for the campaign and the look of the characters.

Design

How to bring to life an anthropomorphic pair of lungs while making them approachable and warm? That’s the question Neil set out to address with his development of the campaign’s central characters.

Experimenting with different textures and finishes to the design, Neil settled on a fuzzy, felt-like texture to evoke warmth and comfort while retaining their recognisable lung shape. The key to the personality of the different lungs was in the tiny details in facial expressions and the way they interact together, creating a believable dynamic that carries the core messaging with humanity and sensitivity.