Watermark, a creative collective with studios in Auckland, Sydney, Melbourne, and Wellington create a thoughtful and engaging film as the centerpiece in a new brand awareness campaign for the New Zealand REACH program.

from Watermark Creative: “REACH is a program which aims to help people who are finding it difficult to re-enter the workforce after having been on an injury or sickness benefit.

“The challenge was to strike a subtle chord with people’s emotions without elevating the idea of depression.

“The storytelling explores a range of sensitive issues and topics. A number of characters are introduced in the animation to ensure the experience is relatable to a diverse range of individuals, without needing to see themselves represented directly.
 

“We created a familiarity through characters who are less representational than the real world. Their problems are solved in unique and engaging ways, allowing the viewer to draw parallels between their personal situations and those reflected in the narrative.

“This allowed the creative team to use a highly illustrative approach to convey complex thoughts and ideas. The animation was accompanied by a catchy acoustic audio bed.

“The scope of the project across the collaboration also included a new identity, website and supporting collateral.”
 

Client: REACH NZ
Agency: Catstone
Brand Agency: Black Sheep

Production: Watermark Creative
Creative Director: David Way
Animation: David Way, Shannon Jahnel Lanktree
Illustration: David Way, Shannon Jahnel Lanktree, Simon Shaw
Character design: David Way, Shannon Jahnel Lanktree, Simon Shaw

Audio Design: David Liversidge