Greater Manchester Fire and Rescue Service is one of the largest fire and rescue services in the UK. The service works to protect people, property and communities through prevention, protection and emergency response, as well as public education campaigns that help people stay safe at home and in public spaces.
Having worked with Greater Manchester Fire and Rescue Service (GMFRS) to develop a series of booklets, leaflets and information materials where we developed a new brand and illustration style, we were commissioned to create an explainer video promoting home fire safety visits.
These are free visits to those who are at increased risk of fire, to assess and reduce the risk of fire in the home by providing advice, equipment and signposting or referring them to other services that can support them.
We began carefully developing written concepts for each scene — ensuring that every part of the animation reflected the script in a way that was both clear and creative.
This was a collaborative process with the GMFRS team. Together, we refined each scene idea to make sure the messages were accurate and sensitive, particularly given the focus on people at higher risk.
Once the written ideas were agreed, we created a fully illustrated storyboard using the existing GMFRS illustration style. We combined familiar brand elements with new characters and location scenes, expanding the visual world of the brand while keeping it recognisable and consistent.
We took care in developing visuals that endeavoured to be interesting and fun to watch – mixing abstract concepts with literal imagery, ensuring that the on-screen content first and foremost remained informative and understandable, constantly delivering the core message.
With the static brand style firmly in place we then set about bringing the visuals to life, considering how these elements could move within this universe and transition from scene to scene in an interesting way. We ensured that the animation moved at a pace for optimum digestibility, allowing the viewer to understand the messaging whilst staying engaged though eye-pleasing animation.
The final animation provided GMFRS with a clear, engaging tool to promote home fire safety visits. It helps people understand who the service is for, what happens during a visit, how a visit can reduce risk and keep households safe
The animation supports GMFRS’ wider prevention work and strengthens their ability to reach people who are at greater risk of fire in the home, contributing to safer households across Greater Manchester.