In this project I will create an advert for a mental health app designed for TV and aimed at 20-30 year olds. The aim of the advert is to advocate mental health awareness (especially for anxiety and OCD) whilst also advertising the app itself and how it could help. The advert will be a combination of illustrated animations layered on top of camera work. The advert will follow the daily life of a seemingly healthy person but the illustrated animations will show what is really going on inside of their anxious mind. I am planning to film clips of myself and combine them with GIF’s illustrated and animated in Procreate for the iPad then combine these assets in Adobe After Effects to create an advert.
My inspiration for this project is these mental health awareness adverts created by the NHS, Time To Change and ITV. All of which follow a similar structure and pattern. Some are filmed as montage using a compilation of clips and some use a longer singular clip but most mental health adverts end with text explaining important information that relates to the advert and even sometimes explains the entire purpose or meaning of the advert.
This advert really inspired me when generating ideas for my advert as it includes hidden meanings that are added using visual text to explain what is happening. This is a feature I would like to utilise in my advert except I will use illustration and animation to imply hidden meaning instead. I also like the setting and intimacy of the situation in which this was filmed. It does not feel highly edited or produced it feels like a real conversation that any one of us could experience or understand.
I also took inspiration from the Time to Change advert as I am interested in using a tagline for the advertisement, for example the tagline in this is: Ask Twice. I also liked how they used visual effects and imagery to create this advert and ultimately would like to have the same effect with my advert. I do however think that my advert will end up being darker and more serious. This advert has a slightly lighthearted feel which I think works really well for such a short advert and especially with it being shown on TV, however I would like to produce a more serious and almost scary feel to represent what it feels like to have anxiety and OCD disorders.
This advert is quite similar to the advert I want to create, It uses camera work to montage clips of various people and their struggles in daily life. The overall message I want to send is similar to this video as well as I want to show how difficult daily tasks can be for someone with mental illness. Overall I want the message of my advert to be hopeful and inspirational, about someone who struggles with anxiety in daily life and would be able to help themselves relax by using the app I am advertising.
REFERENCES:
ITV. (2022) Britain Get Talking 2022 | The Breakthrough [Video]. Available online: https://www.youtube.com/watch?v=1RlGdF1L3YY [Accessed 5/1/2023].
Leeds and York PFT. (2015) I’m Fine [Video]. Available Online: https://www.youtube.com/watch?v=7lxmO1UIDwQ [Accessed 5/1/2023].
Time to Change. (2018) To really find out how your mate is, #AskTwice [Video]. Available online: https://www.youtube.com/watch?v=LhX12JZVY78 [Accessed 5/1/2023].