In our ongoing series that examines the technical and creative processes behind standout visual moments, we explore the development of a 2D character animation created to address the often-overlooked intersection of ADHD and Intellectual Disability (ID).
The Brief
With approximately 6.8% of adults globally affected by ADHD and a staggering 400% increase in those seeking diagnosis, the condition has become widely discussed. However, a critical aspect receives far less attention: 1 in 5 individuals with Intellectual Disability also have ADHD, creating uniquely challenging circumstances for these patients.
We partnered with Bhathika Perera of UCL to produce a comprehensive animation addressing this specific combination of conditions—creating accessible educational content in a healthcare landscape where UK treatment wait times average 58 weeks, leaving vulnerable populations without critical information and support.
The Strategic Approach
Facing the dual challenge of complex medical content and an audience that includes individuals with ID, we centered our approach around three core pillars:
• The Patient Experience: Illustrating what someone with both ID and ADHD might experience day-to-day
• Treatment Options: Explaining medication and psychological strategies for symptom management
• Life Changes: Demonstrating how proper diagnosis and treatment can positively transform daily life
This framework provided both narrative structure and ensured comprehensive coverage of essential information.
“Animation’s ability to be easily adapted to various platforms and formats proved vital in the animation’s rollout”
The Character-Led Narrative
To make abstract medical concepts accessible and relatable, we created “Sam,” a character experiencing the challenges and eventual improvements that come with proper diagnosis and treatment.
“The animation focuses on the character ‘Sam’ and how diagnosis of ADHD within someone with an intellectual disability can positively impact their life,” explains Joe Grimsdale, Lead Animator and Creative.
This character-centered approach served multiple purposes:
• Creating an emotional anchor throughout the animation
• Providing continuity across different medical concepts
• Making abstract symptoms tangible through visual storytelling
• Ensuring relatability for viewers who might recognize their own experiences
The Technical Process
Medium Selection
The medium choice was critical for balancing clear communication with audience accessibility. We selected 2D animation for its:
• Clarity in presenting complex concepts
• Ability to control pacing for improved comprehension
• Flexibility in adapting visual complexity to the subject matter
• Approachable aesthetic that avoids overwhelming viewers
Visual Technique
Rather than using flat, simplified imagery common in medical animations, we employed specific techniques to create a more emotionally resonant experience:
“Making use of gradients, blurring and shadows, we’ve softened the visuals of the animation and brought a more relatable feel to the 2D scenes & characters through a more realistic lighting approach,” notes Grimsdale.
This subtle sophistication in the visual treatment accomplished three goals:
• Enhanced emotional connection without sacrificing clarity
• Dignified the subject matter rather than oversimplifying it
• Created visual interest to maintain attention throughout educational content
Format Adaptability
A key technical consideration was creating animation that could function effectively across multiple distribution channels:
Says Grimsdale, “Animation’s ability to be easily adapted to various platforms and formats proved vital in the animation’s rollout. Engineered for web, social media and physical presentation, the project has been seen by a variety of individuals ranging from healthcare professionals, concerned family members and those who suffer from ADHD in ID.”
This technical flexibility ensured the content could reach its entire intended audience regardless of how they accessed information.
“Not only was this animation a great creative exercise, but it also solidified video and animation’s importance in easing the diagnosis process and making underrepresented conditions known”
Why This Approach Works
The animation’s success demonstrates why this technical and creative approach was particularly effective for this challenging communication task:
• Accessibility without compromise: Complex medical information was presented clearly without oversimplification
• Character-driven relatability: Abstract medical concepts became tangible through Sam’s personal journey
• Cross-audience functionality: The same content effectively served multiple audiences from medical professionals to patients with ID
• Platform versatility: Technical considerations in production ensured seamless distribution across digital and physical channels
• Breaking stigma through visibility: Technical choices prioritized creating content that would be shared and seen widely
As Synima Founder Quint Boa observed: “The figures surrounding this project were just jaw-dropping. Not only was this animation a great creative exercise, but it also solidified video and animation’s importance in easing the diagnosis process and making underrepresented conditions known.”
This project demonstrates how thoughtful animation techniques and narrative structure can transform complex healthcare communication challenges into accessible, emotionally resonant content that serves vital educational purposes.
This article is part of our ongoing “Anatomy of the Shot” series, where we deconstruct the technical and creative processes behind standout visual moments. Sign up for our newsletter for more behind-the-scenes insights into our creative workflow.
Head of Marketing at Synima