The challenge
The government’s Free Breakfast Clubs Programme was moving from early pilots towards a full national rollout, with the ambition of offering a free breakfast club in every state-funded primary school in England.
The Department for Education came to us to help schools understand what the programme could offer and give them the confidence to consider taking part. We needed to bring the benefits to life in a way that felt relevant to schools and tangible to the people the clubs were ultimately designed to support: children and their families.
Our solution
We created a series of hybrid videos that combined real people and experiences with motion graphics and animation. This combination allowed us to explain the programme clearly, while showing what a breakfast club could actually look and feel like in practice.
The creative approach was built around making the everyday experience of breakfast feel engaging and memorable. Our video and animation teams worked together from the outset, planning the live-action footage and photography alongside the animated elements so they worked as one story. We filmed interviews and real-life scenes, then used specialist probe lens equipment to capture detailed close-ups of the breakfast experience, bringing texture and visual interest.
Fun, engaging and full of energy, the resulting films brought the programme to life, showing schools not just what breakfast clubs can offer, but why they are worth introducing. Our approach proved successful, and we have since produced further animations helping more schools see what benefits the programme can bring.
