Behind the Scenes: Creating Stories of Homelessness for Green Pastures
At the start of last year, we at Create Friday Studio gathered with the Green Pastures Marketing team to plan for the year ahead. Having worked closely with Green Pastures on their branding and design materials for some time, we were keen to explore new creative directions. Motion graphics had been untouched territory in our collaborations together, however this meeting set the stage for what would become one of our most meaningful projects to date.
The Birth of an Idea
During our discussions, the idea emerged for a campaign to shed light on different stories of homelessness—stories that challenge the usual stereotypes of a drunk man on a street corner. We envisioned narratives that showcased diverse pathways to homelessness and, importantly, ended with hope. The campaign, aptly titled Stories of Homelessness, became the centerpiece of Green Pastures' Homelessness Awareness Month in October.
We brainstormed storylines that reflected real-life scenarios. Three stories stood out:
A Refugee Family: A family escaping the horrors of war arrives in the UK, only to face the daunting challenge of finding a home. They’re eventually welcomed by a church, finding not only shelter but a new community and sense of belonging.
A Single Mother: A single mother struggling to make ends meet finds herself evicted and living in her car with her young daughter, she encounters a kind stranger who provides warmth, food, and friendship. This moment of kindness changes their trajectory.
A Man Battling Addiction: A man loses his job, spirals into depression, and turns to alcohol. Alone and on a park bench, he’s given a leaflet that leads him to a support system and a new chance at life.
Each story highlighted a different aspect of homelessness while underscoring the vital role Green Pastures, churches, and partnering organisations play in helping people find not just homes but hope.
The Creative Journey
Once the stories were outlined, the question became: how do we bring them to life? Initial discussions leaned towards live-action filming or finding individuals with similar lived experiences. But as we considered the time and budget constraints, animation emerged as the most flexible and impactful medium.
Our original concept was a single three-minute animation interweaving all three stories. However, the complexity of merging narratives proved challenging, so we pivoted to creating three standalone 30-second animations. This approach allowed us to tailor each story for social media platforms, ensuring they were both digestible and engaging.
From Concept to Creation
Early on, we experimented with various animation styles. A hand-drawn stop-frame animation was an exciting idea but proved too time-intensive for our schedule. We eventually landed on a collage-style animation using photography, which provided a raw and emotive aesthetic while being efficient to produce.
Initially, the animations were silent, accompanied only by instrumental music. However, as production progressed, it became clear the stories needed an extra layer of depth. That’s when the idea of using real voices emerged. Green Pastures connected us with three of their residents, whose authentic narrations gave life and heart to the animations. Hearing real voices tell these stories added an emotional layer that really elevated the project.
The Outcome
The result was one of the highlights of our year. The three short animated pieces resonated deeply with audiences, conveying not just the struggles but the resilience and hope of those facing homelessness. Alongside the animations, we produced a resource pack and digital materials that extended the campaign’s reach. The collage imagery used in the animations became a unifying visual theme across all campaign assets, creating a cohesive and impactful campaign.
Reflection
Looking back, this project was a testament to the power of collaboration and storytelling. By combining Green Pastures' mission with our creative expertise, we were able to shine a light on an issue that often feels distant or misunderstood. More importantly, we were reminded that behind every statistic is a human story—stories that deserve to be told with dignity and hope.
We’re incredibly proud of Stories of Homelessness and grateful to have partnered with Green Pastures on this meaningful campaign. It’s projects like these that remind us why we do what we do: to tell the stories that matter most.
Ready to Tell Your Story?
If you’re a charity or non-profit looking to create impactful campaigns that inspire change, we’d love to hear from you. Let’s work together to tell the stories that matter most.
Get in touch today!
