Explaining how to order medicine for others
Lloyds Direct
Showcasing the Next of Kin feature through warm, hand-crafted motion built to feel instantly familiar.
The Brief
LloydsDirect needed to inform and engage its audience about a key feature: the ability to manage medication for a friend, family member, or someone else in their care.
The audience for this film spans a wide range of ages and relationships, from carers and grandparents to children and parents, so the tone needed to feel welcoming and clear to everyone, not just one segment. It was important to emphasise how simple the registration process is and to encourage viewers to actually embrace the Next of Kin feature, rather than simply being informed of it.
The film needed to work across multiple touchpoints too - showcased on the LloydsDirect website and social channels, and available in-app and via email for existing patients.
The Approach
We built the film using LloydsDirect's existing brand guidelines and illustration library as our starting point, adopting the distinct animation and illustration style already well recognised by their members. This meant leaning into playful characters and a hand-crafted feel throughout, ensuring every scene stayed true to the visual language of previous content and felt instantly familiar.
The Craft
For the motion itself, we wanted to mirror the hand-crafted, tactile quality of the illustration style, so we brought that to life through stop-motion-style animation. We enjoyed adding small, considered details to each character, giving them genuine personality and warmth. Paired with voiceover and sound design, this gave the whole film a warm, reassuring feeling - very much in keeping with the trust the Next of Kin feature is designed to build.
