National Kidney Foundation Singapore

The National Kidney Foundation Singapore launched the Saving One Million Kidneys campaign to encourage healthier habits and raise awareness of chronic kidney disease prevention.

With more than 500,000 people in Singapore already living with the condition, the goal was to make a serious clinical subject approachable and easy to talk about. To support this, we brought The KIDs to life through an engaging animated series.

NKF came to us with the characters already sketched, and our challenge was bringing them into 3D animations with storytelling that makes clinical topics easy to understand. We rounded their silhouettes until they felt soft and squishy, and reworked their proportions for 3D production without losing what made each one recognisable.

A thoughtful colour system carries the rest, featuring Steve in a fiery red and Zoey in a calm blue, making each health trait readable before anyone even says a word. And, to ground the series, we placed them in ordinary, familiar rooms like messy office desks, sunny basketball courts, and cosy kitchens.

Working closely from NKF’s insights, we built real details into those scenes right down to the Nutri-Grade labels. Across the episodes, the characters keep returning to three everyday actions: staying active, eating better, and going for regular screenings.

The overall look pairs vibrant 3D characters with illustrated 2D environments. By using consistent shapes and colour cues, we kept the cast coherent across social, print, and retail platforms by building it from the start as a flexible system that NKF could keep using long after the episodes concluded.

You can watch the full series

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