Melodie Hoke
Melodie Hoke | Design & Art Direction

Minds for Life Launch

Minds for Life Launch

Role: creative lead (concept, art direction, scriptwriting, design, illustration) Agency: Your Favourite Story Credits: Strategy: Steve Quirke | Copywriting: Natasia Demetriou & Casey Bird | Creative director: Darren Groucott

Minds for Life is a revolutionary mental healthcare service, that delivers counselling sessions to users via video chat. Your Favourite Story were tasked with developing a campaign to bring this exciting new product to market. As creative lead on the campaign, I developed a concept that puts viewers in the shoes of those suffering from various mental health conditions. These three films take us through our characters' daily lives, where white line illustrations represent Minds for Life making things a bit easier for them.

We created three films like the above, which were about 2.5 minutes long each, and then edited them into 1-minute versions (below).

The below mood board and storyboard were used to develop the concept. I then hand drew the illustrations for each scene, which were brought to life with animation.


As part of this launch campaign, my team were tasked with creating a website to direct traffic and drive sales. The client was after something quite clean, which made the most of the video assets we had created for them. View the full website here.