Keyholding TV Ad and Explainer Animation

A clean, story-driven animation that explained keyholding services to both homeowners and businesses. It became the centrepiece of a wider campaign, aired on Sky TV, and was shortlisted for Best Integrated Small Campaign at the European Search Awards 2023.

The Challenge

Keyholding and alarm response services are often misunderstood. Many customers, both residential and commercial, had little idea what the service actually involves or how it could benefit them. The goal of this project was to create a clear, engaging, and easy-to-understand explanation of keyholding, presented in a way that would resonate with both new leads and existing clients. It began as an explainer animation and quickly grew into a full Sky TV ad campaign.

The Process

I led the project from concept to final execution, writing the script, developing the storyboards, and collaborating closely with another designer to bring it to life. We began by gathering references and holding brainstorm sessions with stakeholders to determine the right tone. We landed on a clean, modern style with bold colours and sharp, minimal illustrations - designed to appeal across both residential and commercial audiences.

For the storytelling, we followed the structure of the hero’s journey. Our animated protagonist, Dan the Man, moves from problem to solution, navigating challenges and showcasing the value of the service along the way. Animation was handled in-house. I co-animated the scenes and oversaw art direction to ensure clarity and consistency across every frame. From storyboard to delivery, the project was carefully crafted to educate while still feeling sharp and engaging.

The Solution

The primary deliverable was a full-length explainer animation for the website. After it proved effective in explaining the service internally, we adapted it into a national Sky TV ad. Multiple cuts were produced: 30-second, 15-second, and 10-second versions, used across social media and digital ads. Still frames and animated snippets became the central assets of the broader keyholding campaign.

The Impact

The project received industry recognition when it was shortlisted for Best Integrated Small Campaign 2023 at the European Search Awards. Internally, it was celebrated as one of the most successful pieces of creative work produced by the team. The animation significantly increased public awareness of the keyholding service and directly contributed to a rise in leads. Beyond that, it gave the sales team a new language to describe the service and a compelling visual story to support it.