The Role of The Phone

Ditch The Label - Anti-Bullying & Mental Health Charity

Studio: The Animation Guys

My Role

• Creative Lead

• Visual development and storyboarding

• Full animation and editing

• Collaborated with the creative team to bring the narrative and emotional tone to life

The Mission

This 2D animation was created to encourage young people to seek help through Ditch the Label’s online platform. The story aimed to show how a phone, often seen as a source of stress or disconnection, can actually become a gateway to support and connection.

Creative Approach

The animation opened with dark, muted colours, smoke-like text effects, and heavy shadows to reflect the character’s inner feelings. As she finds support through her phone, the style shifts. The colours become brighter and more vibrant, drawing from Ditch the Label’s playful brand palette to reflect a more hopeful tone. Early Sketches

Early Styleframes

Why It Stands Out

It has a beautiful visual style that adapted to the character’s journey in a meaningful way.

Audience Impact

The animation was shared as part of Ditch the Label’s digital outreach and aimed to speak directly to young people in Mexico who may be silently struggling. It highlighted that support is not only available, but easy to access, even from the phone in your pocket.