NEW MINDSET

TitleNEW MINDSET
BrandUNITED FOR GLOBAL MENTAL HEALTH
Category B02. Non-profit / Foundation-led Education & Awareness
Product/ServiceMENTAL HEALTH AWARENESS CAMPAIGN
Entrant HAVAS LYNX Manchester, UNITED KINGDOM
Idea Creation HAVAS LYNX Manchester, UNITED KINGDOM
Production AARDMAN ANIMATIONS Bristol, UNITED KINGDOM
Credits
Name Company Position
Tom Richards Havas Lynx Group Chief Creative Officer
Danny Capozzi Aardman Animation Director

Write a short summary of what happens in the film

We set the film in an attic, as a metaphor for how mental health is stigmatised, underfunded, hidden away in the recesses of global health budget. And then - click- we shine much needed light on the subject. We hope the film can help to bring mental health out of the darkness and into the light.

Tell the jury about type(s) of animation or visual effects and summarise any relevant challenges or techniques.

This film was a real labour of love with a lot of care and attention to detail. Working with miniatures like the hugging wooden figures, the untangling worry dolls and the authentic wooden mannequin hand were a real challenge, but the fast-paced hard work resulted in a wonderfully rich, and heart-warming short film. The film is a combination of live action, which was filmed in a beautiful antiques shop in Bristol called Indira Rose. The trinket head was then bespoke made in CGI to look exactly like a vintage printers block tray. The trinkets and props inside were carefully handcrafted, then stop-motion animated in the studio by the director himself. All the components were cleverly composited together to appear as if the whole trinket head was truly coming to life inside an attic.