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Amazon

Fine not Fine
2023

Key responsibilities/achievements 

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  • Carried out briefing calls to flesh out the objective

  • Came up with a definitive creative direction

  • Worked closely with copyrighters to script catchy headlines and supporting copy

  • Simple but effective stop frame animation to portray a rough and ready feel

A campaign to help raise awareness of mental health in the workplace. Increasingly, more and more people say they are ‘fine’ when asked how they are, to skate over the conversation or move on quickly, when in reality, they are far from fine. Because of this, we tried to break the status quo and make people feel more comfortable to express how they really feel and give them a platform to share their thoughts and be heard.

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Taking inspiration from the punk band 'The Sex Pistols - God Save the Queen' poster, I used a half-tone effect to create a grungy atmosphere to provoke anarchism and speaking out in confidence.

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