Finding Your Happiness: Inside Warm & Fuzzy’s Vision for Positive Mental Health
Firstly, some good news: Mental health is less of a taboo subject today than it has ever been. According to research published in the Harvard Business Review last year, two thirds of Americans have discussed mental health with their colleagues - a significant increase on previous research conducted in 2019.
On the flip side of that, large numbers of people are suffering from issues related to negative mental health. The same study showed that 68% of millennials, and a staggering 81% of gen z, had left a job because of a mental health concern. So whilst progress is being made, more needs to be done - and more conversations need to happen. The stigma around mental health might be improving, but it hasn’t quite disappeared yet.
To help start more important discussions, the footwear brand TOMS collaborated with the Happiness Project to create a clothing line which directly contributed to mental health charities. On top of that, the items themselves are design to spark conversation and break down barriers surrounding mental wellbeing.
In order to draw attention to the project, the brands joined forces with the team at Warm & Fuzzy - led this time by ACD Yagmur Altan - for a charming and approachable campaign. With Warm & Fuzzy talking a lead on creative direction as well as the animation and production, the result is a light and impactful film which showcases the full breadth of Warm & Fuzzy’s creative capabilities.
To go behind the scenes of the film and break down how he brought the subject matter to life in a positive and coherent way, LBB sat down with Yagmur…
LBB> Hi, Yagmur! What was the original brief here, and just how deep was the extent of Warm & Fuzzy’s involvement in the project?
Yagmur> Hello! Our client's initial brief was to create an upbeat and engaging take on mental health that would introduce the TOMS x Happiness Project collection, and bring awareness to TOMS' partner mental health hotline organisations. This brief also included a request to incorporate the Happiness Project's mascot character, Nick, into the story. With all this in mind, our team built out the creative direction for Nick's story from narrative and initial concepts, right through to the final execution.
LBB> So how closely does the finished film align with your vision heading into the project?
Yagmur> For this project, we wanted to reflect the youthfulness and freshness of both brands, and set a warm feel-good tone for the mental health cause. We were after creating a relatable, optimistic, and joyful narrative while keeping it authentic to social media culture. Ultimately we wanted people to watch this film with a smile - just like Nick.
We’re proud to say that our collaboration with both brands was smooth and fun. We produced a light-hearted, humanistic piece and hope that our film helps support those impacted by mental health issues.
LBB> Capturing themes regarding mental health through animation must have made for an interesting challenge. How did you end up deciding to go with the style that worked so impactfully here?
Yagmur> Fortunately, people are more open to talking about mental health and the issues surrounding the topic today than perhaps ever before. We were only happy to help share the awareness, and show no one has to go through these issues alone by telling the story of Nick. From a creative perspective, on the other hand, this project had some unique challenges.
We entered the design phase with Nick’s character image and optimism in mind to make sure to come up with a positive visual language. One of the challenges was to make sure the design wasn’t overpowering and that Nick was the focus of the piece. We balanced this by leaning towards bold and pop, hand-drawn graphics and communicating through abstract shapes.
LBB> The way that Nick moves on-screen gives him a lot of character. Again, what was your creative process for that and how did you bring it to life?
Yagmur> We wanted to tell a joyful story, so we accompanied the narrative with some gags while giving Nick some characteristics. We kept the film in a single stationary shot, as he interacts with everything played out around him. Our intention was to create some playful illusions with perspective, and we decided to achieve it by using both 2d, 3d and stop-motion elements.
Most designs were illustrated in Photoshop for a hand-drawn look. We again used Photoshop for some cel animation, and After Effects for bringing Nick to life. Additionally, we animated the hands and some other objects interacting with Nick in 3D and translated their motion into the correct visual style.
LBB> What kind of difference did working on so many parts of this campaign - from creative down to 2D, 3D, and stop motion animation - make in terms of your creative process?
Yagmur> We were delighted when TOMS came to us with this campaign, especially since it’s for a cause of social good. And working on each part of a piece, from the initial idea until final execution, helps us to visualise the whole creative process. We see the animation as film, and believe that having various elements and styles to achieve the intended look increases creativity.
At Warm & Fuzzy, we’re always on the lookout for fun challenges. That being said, blending line art illustration and product photography into the piece was a chief one for this project. We already had the idea of creating illusions in perspective using line art and shapes. Our solution was to treat the products as a part of those illusions and include them in stop-motion based on how Nick interacts with them.
LBB> What was the most challenging part of this project, and how did you overcome it?
Yagmur> The biggest challenge was coming up with a unique design approach that speaks for both brands, in alignment with Nick's simple design style. As the team worked on some initial style frames, we realised that we didn't want it to look too childish but only to keep the naivety and charm of simplistic drawings. We approached the design with hand-drawn line art and without much fills, while keeping Nick as the centre of the piece.
LBB> What kind of reaction has the campaign received so far?
Yagmur> The campaign has been well received and is making headway in its goal to raise awareness and funds for TOMS' partner mental health help hotline organisations.
It's been great to see our work as a part of a campaign that aims to have a lasting positive impact on mental health, and is using the platform to give back to the community.
LBB> If you had your time again, is there anything you would do differently?
Yagmur> From the start, this collaboration with both brands turned out to be an enjoyable production. The line art style and the story we developed fit perfectly for the campaign, and the message we wanted to convey. It was simple, fun, and powerful. However, it also meant that to get it right, we had to animate every single asset. That left us with only a certain amount of time to focus on each piece of the puzzle.
If we had our time again, we possibly would optimise the production workflow to make more room for refinements. Some tasks take longer to achieve the desired look, and it’s important to tackle the difficult alongside the easy.
LBB> Finally, it’s important to look after your mental health no matter who you are or what you do. As artists, animators, and creatives, what steps do you take to ensure that your mental health stays in good shape on a day-to-day basis?
Yagmur> For most creatives, this field is a hobby as much as a job. We consider ourselves lucky to be in an industry that allows us to be creative and do what we love, because that is a significant part of keeping your mental health in good shape.
On the other hand, it is also easy to be lost in the creative struggle, tight deadlines and burnout. We believe it is imperative to take some time for a clearer headspace, switch projects or do some other personal things you love, and go out to enjoy nature and the company of friends.
