Role
Lead Designer & Illustration
Type
Animation
Industry
Entertainment
Odeon Cinemas: Bringing safety to the Big Screen
TL;DR
Odeon Cinemas wanted a COVID safety animation that felt like part of the cinema experience, not just another public service announcement. I created the concept, storyboards and illustrations for an engaging animation that made health guidelines clear and visually fun. After its success online, a second version was commissioned for in-cinema pre-show screenings. Packed with 17 nods to iconic films, the animation reassured audiences while celebrating the magic of cinema
Who is Odeon?
Odeon Cinemas is one of the largest and best-known cinema chains in Europe, with a legacy dating back to 1930. With hundreds of locations across the UK and beyond, Odeon is known for delivering an immersive big-screen experience, from blockbuster premieres to luxury seating and IMAX screenings.
My role
As Design Director at the time, I took on the role of Lead Designer and Illustrator for this project. I developed the concept, storyboards, and illustrations that brought the animation to life. Working closely with the client, I presented storyboard concepts and refined the visuals based on their feedback.
As a movie fan, I wanted to make sure it not only delivered important safety information but also captured the excitement of being back in the cinema.
Problem statement
Odeon wanted to reassure audiences about safety measures as cinemas reopened, but standard COVID messaging felt dry and disconnected from the cinema experience. Their question:
"How can we make a COVID safety animation feel relevant to the magic of going to the movies?"
Design process
Ideation
Being a movie fan, I knew I wanted to include nods to iconic films as a homage to cinema. References to Indiana Jones, Harry Potter, Gremlins, Aladdin, Back to the Future and E.T. were just a few of the many woven into the concept, making the animation feel fun and familiar while still getting the safety message across.
I had always wanted to create something using the "negative space" concept, inspired by the reimagined movie posters I had seen over the years. This felt like the perfect opportunity to explore that style. With Odeon Blue doing most of the heavy lifting, I created a complementary palette to help bring the style to life.
With the concept and colour palette in place, I sketched the storyboard based on the provided copy and safety guidelines. Once complete, it was handed over to the client for feedback.
Odeon animation storyboard sketches.
Results
Final designs
The client was immediately enthusiastic about the concept, especially how it turned potentially dry safety information into something that felt genuinely cinematic. Bringing the negative space concept to life was a fun challenge, and I was pleased with how well the style translated. The bold shapes and limited colour palette gave the scenes a strong, playful visual impact.
With the designs complete, the Motion Designer and I selected a soundtrack that matched the tone and gave the animation the right energy.
Impact
What started as a single animation for Odeon Cinemas’ website and social media quickly grew into something bigger. After seeing the success of the first version, Odeon commissioned a second animation specifically for in-cinema pre-show screenings. This meant the project didn’t just reach audiences online but became part of the cinema experience itself.
Rather than feeling like a typical public service announcement, the animation used 17 nods to iconic films to keep the messaging fun and engaging while reinforcing the excitement of being back in the cinema.
Key achievements:
60-second animation created for social platforms, the website, and CRM
Two animations created, one for digital platforms and one for in-cinema pre-show screenings
Millions of viewers across digital and in-theatre platforms
Translated into 10 languages for European markets
Screened in 100+ cinemas before movies
