In 2019, Marie Curie launched its biggest brand campaign ever. Called ‘Whatever you call it’, the campaign encouraged people to start thinking, talking and planning for the end of life.
It used a series of animations to highlight the many euphemisms - such as ‘kick the bucket’, ‘pop your clogs’ and ‘meet your maker’ - people use instead of talking about death. Working with copywriters Ryan Price and Sarah Heavens, I was responsible of the campaign overall art-direction and character design. We then teamed-up with Moth Animation to bring the 3d models to life. The campaign spread across all media, from TV, outdoor, radio and social.
