The London based production company Rumble approached me with a 4-minute campaign film they had written for the National Health Service (NHS). The purpose of the film was to communicate the change in rules around smoking on NHS premises, specifically targeting smokers who use NHS services on a regular basis. The script followed the lead character John at his local treatment centre. I was hired to storyboard and animate a segment communicating some of the more abstract concepts around the harmful effects of smoking on the smoker, NHS facilities and their staff.

The animated segment appears after two minutes of live action footage introducing the changes to the new rules around smoking. To keep viewers watching past the introduction I kept cuts short and linked them together with fluid transitions. I developed the characters around slightly stylised proportions with line drawings and patches of vivid colour to build the backgrounds. To counter the flat vector look, I added textures to some of the foreground and background elements and created a sense of 3D space by creating subtle parallax effects with camera movements.