F&E Create Trio of Films for MS Society’s ‘What is MS?’ Campaign
Skwigly
With increased dependence on MS Society’s ‘What is MS?’ (multiple sclerosis) content, F&E were commissioned to design a creative wrap and series of animations, to visually link all of the vital resources established under this headline.
Working closely with MS Society, our series of animations help to explain what MS is, over a series of three short films. Simply visualising the science, symptoms and possible treatments for multiple sclerosis. While also providing an insight into the emotions that come hand in hand with diagnosis and treatments, using real voices from the MS community. Ending with the overarching message, whoever you are and whatever you’re going through, ‘you are not alone’; the MS Society is here to help.
Maggie Rogers, Fred & Eric’s Creative Director designed and directed series:
Our initial pitch focused on a range of shapes which abstractly visualise common MS symptoms: a spinning hexagon representing dizziness, straight lines spiking to symbolise pain, wobbling lines representing balance issues and so on. These symbolic shapes appeared within the animations when describing symptoms and aim to represent how MS is different for everyone. The shapes were designed to be implemented across a broader range of online and print materials in the future, creating an instantly recognisable visual style specific to the “What is MS” content.
As the concept developed, a cast of characters were designed to ensure the stories were relatable to real people. The character design was devised to appeal to the broadest target audience. With settings represented with simple props and concepts visualised through diagrams and visual metaphors, where appropriate.
Our animations are gentle and clear. Bringing emotion and information to the forefront of each shot and ensuring the animations are easily accessible to people with visual impairments. With each shot designed to be easily extendable for audio description versions.