How to balance screen time and quality time?

Client

The Danish Health Authority

Project

Screen time guidelines

Year

2022

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The Danish Health Authority recognized that there is a need for some light-hearted guidance on how to have control over screen time within the family.

Not because the screen itself is inevitably harmful, but because it can take the time from other activities that may have an impact on children’s health and well-being. The campaign is aimed to help parents to be able to be simply more attentive to children's screen time.

We had full creative ownership of the concept and character development, design, modeling, and of course, the complete production of the animation.
13 films were created in total, in a way that they can stand alone, or they can be played one after the other.

↖︎ Guidance on keeping screen time in check - for parents of 0-5 ys olds

↖︎ Guidance on keeping screen time in check - for parents of 6-15 ys olds

Process

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Concept & character development

We wanted to make sure that no one feels like they are being scolded while watching the films. The tone of voice we suggested is cheerful and informative.

The characters having a wooden body was coming from inspiration from the physical world, from toys for children. When developing the look, we wanted to place some subtle reminders that we need to balance our digital presence and physical needs.

Meet the screen

The personality of this little guy was dreamt to be similar to your most extrovert friend who is also a bit silly and does not know when to stay silent.

It is obvious that screens are an unavoidable part of our daily lives. The impact can potentially affect our health and well-being, both positively and negatively, so at the end of the day this is about education on boundaries and control. This is what this character wants to annoy out of you.

Extras

Additionally, our universe of wooden figures needed to be rolled out for printed material. These will be placed in schools, kindergartens, and other institutes where parents and kids go frequently.

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Credits

Creative & Art Director
Nicolaj Larsson

Producer
Martin Axelsson

Music & Sound Design
Natal Zaks

Storyborad
Nicolaj Larsson

Design
Andreas Elleby Jørgensen

Modeling, Rigging, Texturing & Rendering
Andreas Elleby Jørgensen

Character Animation
Andreas Elleby Jørgensen
David Weidemann
Martin Kundby

Motion Design
Philip von Borries