DATE
23/12/2024
RUOK? Day 3D Campaign
We worked with the RUOK team to bring to life another important campaign for mental health with some fun and vibrant 3D Animations.
Created with Cinema4D, Redshift Render + Rokoko Smartsuit Pro II with each scene custom made to reflect the importance of checking in on your friends and loved ones no matter where, or when. 3D Animation was a new & unique approach to the usual yearly campaigns and we were so grateful to have been approached to contribute to such an important cause & complete a successful campaign.
3D Animation
Mental Health Organisation
Click To Play
Creative Responsibilities
Concept Development & Storyboarding – Structuring the animation to ensure the message was clear, engaging, and relatable.
• Custom Character Creation – Designing unique 3D characters with the RUOK? smiley face logo integrated into their design.
• Motion Capture Animation – Capturing natural, lifelike movements for two characters in each scene to enhance realism and emotional depth.
• Scene Design & Environment Creation – Building detailed 3D environments for each scenario to reflect real-life locations.
• Cinematic Direction & Lighting – Ensuring the final visuals were dynamic, polished, and emotionally resonant.
Storytelling & Environment
Each scene was designed with custom motion capture, bringing a natural and realistic flow to the character's interactions. The animations showcased real-life moments where a simple check-in could change someone’s day:
• The Gym – A character struggles to lift weights while chatting with a friend, subtly hinting at deeper struggles beneath the surface.
• The Café – One person sits alone in the rain, but a friend arrives with an umbrella and a check-in, offering warmth in more ways than one.
• The Park – A character is consoled on a bench, showing that support can come in the quiet moments when someone just needs to be heard.
• The Basketball Court – A game is suddenly called off when one player notices something is off with a teammate, emphasizing that mental health should always take priority.
Character Design
One of the most important aspects of this project was creating characters that felt universally relatable while staying true to the RUOK? brand. Instead of designing traditional human-like characters, we integrated the iconic RUOK? smiley face logo directly into the characters’ heads. Rather than using facial expressions, emotion was conveyed through movement—subtle, relatable gestures like:
• Throwing hands up in frustration or feeling lost.
• Slumped shoulders or a slow head tilt to show exhaustion.
• A reassuring hand on the shoulder to express support.
