Directed by Kyra Bartley through Finch.
Made By Dyslexia is intercepting the front page of dyslexia search globally, ensuring children and parents find a more balanced, strengths-based understanding of dyslexia at the top of their searches in a campaign via ClemengerBBDO, Finch and Art&Graft.
The campaign is featured on the homepage of YouTube Kids and is supported by film reviews and global press from IMDB, Letterboxd, and Rotten Tomatoes.
"The "Knowledge Panel" can’t be bought or gamed, it’s shaped by cultural signals, not advertising,” said Clemenger BBDO ECD Giles Watson.
“So, we engineered this film to influence those signals. Every element, from casting and animation style to reviews and distribution, was designed to help it surface at the top of search and transform it into something far more powerful."
The film tells the story of a young girl named Lola as she learns she has dyslexia. Turning to the internet for answers, she’s confronted by descriptions that leave her feeling hopeless.
However, when her future seems at its most bleak, Lola meets an unlikely friend, a famous dyslexic inventor who takes her on a journey of self-discovery, introducing her to incredible dyslexics like Henry Ford, Muhammad Ali and visionaries from the worlds of film, art and science.
“After years of development from the initial idea through to a full-scale film that’s impeccably crafted, we’ve worked with the world’s best talent to ensure this film has a global reach and becomes a critical success,” said lead creative partner Psembi Kinstan.
“It’s playing at film festivals around the world, in schools globally, and of course, it’ll be discovered by millions of children at the top of Google.”
Starring actors Jeremy Irons, Liv Tyler and Jaleen Best, the animated short will premiere at the UK’s cinema screen the BFI IMAX in London on Saturday April 25.
The film was directed by Kyra Bartley through Finch, crafted by Art&Graft London, with music by Grammy winning Lorne Balfe and Ted Griggs.
“For too long, a search for ‘What is dyslexia’ has returned a narrative defined by challenges,” said Made By Dyslexia founder and executive producer of the film, Kate Griggs.
"This film marks a vital next step in our work to change how the world understands dyslexia - combining inspiring performances with a bold, painterly style that reflects the creative, colourful, imaginative way dyslexic minds see the world, helping young people recognise their brilliance.”
The film was executively produced by Kate Griggs, Founder of Made By Dyslexia. Art&Graft developed a mixed-media animation style that blends painterly, hand-drawn 2D techniques with a 3D character animation pipeline.
The campaign builds on growing global recognition of Dyslexic Thinking as a valuable skill set, with Made by Dyslexia’s research highlighting that the most in-demand skills in the world today are exactly those inherent to dyslexic thinkers.
“Coming from a family of creative dyslexics, I know just how important it is that we ensure all dyslexic children understand their extraordinary strengths. Throughout history, dyslexics have played a role in many of the world’s most significant innovations, from the light bulb to the motor car,” said actor Jeremy Irons.
"I am so proud to be involved in this wonderful project and hope that everyone will support us in watching, sharing and reviewing the film, so that each year, millions of children and parents will find it at the top of their searches.”
