Two 2D character explainers for cancer support specialists, Reframe Cancer. Produced, designed and animated by DreamingFish.
The client and the brief
Cancer navigation and support specialists, Reframe Cancer, reached out to DreamingFish with the need of an explainer video to explain their core service offerings. Because Reframe supports such a diverse ecosystem (including patients, employers, insurers, and healthcare providers) we suggested splitting this project into two videos, instead of trying cram everything into a one-size-fits-all approach.
This resulted in: one explainer video strategically targeted at a more corporate audience, and a second version that utilised the same visual assets, but featured a tailored script for a more patient/consumer (B2C) audience. To ensure no vital information was missed, we extended the initial 60 second scope to a more comprehensive 90 seconds duration. Reframe loved the suggestion to give the content more room to breathe. With years of experience of creating videos for the healthcare sector, we were excited to hit the ground running with this project!
Approach
The project involved a comprehensive process of scriptwriting and visual style frame iterations to align the animation with the Reframe’s brand and audience feedback.
Script and Initial Design
- The process began with scriptwriting for both the corporate and patient videos. Initial style frames were developed and reviewed by the client.
- There was debate about the best approach to use, including visual assets like still images, icons or characters. It was decided that the character approach would work best, given the subject matter.
Visual Iteration and Brand Alignment
- The client requested a palette that was predominantly lighter/more pastel, with only occasional, subtle pops of colour.
- The team explored multiple style frame iterations, focusing on maintaining a preferred outlined character style, while applying skin tones, facial features and developing new colour schemes to add warmth.
Audience Feedback Integration:
- The style frames and script were reviewed by a Public and Patient Involvement (PPI) group.
- The PPI feedback recommended showing more visible support, emotion, clearer cancer context, and greater diversity in figures.
- This feedback was incorporated into the design process, along with additional feedback from the Reframe Cancer team.
Voiceover:
- An AI voiceover was used, but care was taken to select one that had expression and could convey compassion. The voice was female and also had a slight regional accent, so that it was accessible to all.
- Our Producer recorded the audio himself to ensure we made the reads as expressive as possible, and then replaced his voice with the AI voice.
Output
The project was a great success, resulting in the final delivery of two animated explainer films for Reframe. The films were highly successful internally, with the client confirming they looked “fantastic”. The animation style was particularly appreciated by the client. A big thank you to Katy and the Reframe team for trusting us with your project.
