SELF EXTRICATION

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SELF EXTRICATION *

HOLD IT HOLD IT

Brief

After a research team uncovered game-changing insights into how firefighters and paramedics should handle car crash victims, we were called in to share their findings.

Told through the eyes of a brain, a heart, lungs, and… er… eyes.

Client
Devon Air Ambulance

Style
2D / MGFX

Genre
Character / MGFX / Medical

Cartoon characters of different human organs, including a pair of white eyes, a pink brain, a red heart, and two purple kidneys, standing in a line on a maroon background.
A digital illustration of a car on a dark road illuminated by red and blue emergency services lights
Cartoon illustration of a pink brain with glasses, a humorous facial expression, and a tail, set against a teal background.
An animated character with a heart-shaped body, small limbs, and a simple face with two eyes and a small mouth, set against a dark background.
A stylized cartoon character of a spine as a head and body, wearing glasses, with a sad facial expression, set against a dark background with a star and glowing shapes.
A digital illustration of a two purple kidneys, one falling over backwards and being caught by the other

Once we received the script for Self Extrication, we jumped straight into crafting two distinct art styles for the folks at Devon Air Ambulance to choose from.

OPTION 1 used a lighter colour palette with the organs illustrated like little cartoons - think Dumb Ways to Die.

OPTION 2 took a bolder turn, with darker backdrops and more cut-out characters — think Saul Bass.

The client was after something a bit less dramatic (and bloody!), so OPTION 1 won the day.

With the art direction locked, it was time to bring it all to life. Despite a tight timeline, our team rolled up their sleeves and began animating everything using the puppet tools in After Effects.

The cherry on top was the beautiful music and sound design provided by Amy FitzGerald, paired with hilarious vocals from Scripts Out Loud and David Holt.

Cartoon characters of an pair of eyes and a brain against a peach-colored background.
Cartoon of a small, terrified face with wide eyes and an open mouth, surrounded by angry, dark red animal silhouettes, possibly wolves or dogs, in a forest setting.
A cartoon brain with a sad face, glasses, and tears, set against a purple background with glowing circles.
Cartoon illustration of a heart, eyes, and brain with expressive faces against a pink background.

WATCH

CREDITS

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CREDITS 〰️

Executive Producers: Dan Edgley, Charlie Batho

Producer: Anika Zinat

Design & Animation: Maya Remenyi

Music & Sound Design: Amy Fitzgerald

Voice Over: David Holt, Julie-Ann Dean