'Waiting' captures the heart-wrenching journey of a couple embarking on IVF and the agonizing uncertainty of treatment.
One in six couples are affected by fertility issues, yet this devastating medical condition is often regarded as a taboo subject. Commissioned to support National Fertility Week (NFW), our animation aims to raise awareness, change perceptions and shatter myths about being unable to have a baby.
The premise for the film started with the #TalkFertility prompt for NFW and it successfully encouraged more couples to talk about their experiences through comments and shares.
From the start, we were clear that the aesthetic must not be like other medical-based communications, but instead reflect the lived experiences with a conversational tone.
The illustrative style played a large part in this. The soft textures and minimal colour palette reflect the aesthetics surrounding newborns. For most, these would evoke a sense of happiness and comfort, but for our couple, they act as a reminder of what has so far been unobtainable.
After reaching the point of overwhelm, the tone shifts to a cooler clinical palette, as hope is found through medical intervention and sharing the burden of their secret.
But more importantly, it encouraged people to share their stories, thereby breaking down taboos associated with this devastating condition. #TalkFertility