Many deaf children struggle to read. They don’t receive the vocal cues that trigger that reading learning. So Huawei has created StorySign, an app that allows users to read the book in sign language.
FCB Inferno and Acadamy award-winning director, Chris Overton, have housed its launch in a classic Christmas film – classic meaning that Santa, a child and, ultimately, joy feature. The film stars 7-year-old actress, Maisie Sly, the star of Oscar-winning short film, The Silent Child.
StorySign launched in the UK on December 3 and features the popular children’s book, Where’s Spot, at launch. Users hold their phone up to the words on the page and avatar, Star, signs the story as the printed words are highlighted, helping parents and children to learn to read together, and at their own pace.
“This film was a real pleasure to direct, I think it’s a really cool concept and it’s always fun to work with Maisie and Rachel. We actually said we’d love to see Maisie in a Christmas film this year – so it’s amazing that it’s happened and that we were all together again,” stated Overton.
“Hats off to Huawei on creating a tool that will allow children with hearing problems explore the wonderful world of literacy.”
“At Huawei, we believe in the power of AI and that technology can make a positive difference in the world,” commented Andrew Garrihy, chief marketing officer Huawei Western Europe.
“We created StorySign to help make it possible for families with deaf children to enjoy an enriched story time. We hope that by raising awareness of deaf literacy issues, people will be encouraged to donate to or support one of the fantastic charity partners we are working with across Europe.”
Mark Wheatley, executive director, European Union of the Deaf, added. “With StorySign, Huawei is using the power of its AI and innovative technology in a meaningful way.
“We’re very hopeful that it will make a significant impact in the deaf community, helping more deaf children learn how to read at the same level as hearing children. We also hope the launch of StorySign will support a wider conversation about ensuring equality in every aspect of their lives for deaf people across Europe.”
To launch the app, Huawei treated deaf children and their families to a once-in-a-lifetime trip to the winter wonderland of Lapland, where the brand created a special Christmas. Christmas is a very different experience for deaf children as all the sounds of the season – carol singing, jingle bells, traditional tales – that evoke holiday nostalgia for so many are missed. In Lapland, Huawei created an accessible Christmas experience for these children, with activities from festive storytelling to gingerbread making, carol singing and meeting Santa.
StorySign can be downloaded for free from the Huawei AppGallery and the Google Play Store in 10 markets across Western Europe.
Huawei worked with local charities affiliated with the European Union of the Deaf, including the British Deaf Association, publishing partner, Penguin, and animation specialists, Aardman, to develop the app.
“When creating Star, the character for StorySign, we first had to immerse ourselves in the world of sign language,” explaiend Neil Pymer, interactive creative director, Aardman.
“The complexity, we found, is overwhelming so we needed to make sure that we created a character that not only resonated with the audience but also fulfilled its main job of teaching children to read. For example, we learned that facial expressions play a critical role in sign language, so we created a character to embody that expressivity. At the same time, Star was designed to seem like an older sibling, somebody who will guide you through the book. Seeing the reactions of children when realising that Star signs the words in the book is something very special indeed.”
“StorySign is not just another Christmas campaign, it’s an initiative that we genuinely hope will help deaf children enjoy the world of books,” added Frazer Gibney, chief executive officer, FCB Inferno. ‘Huawei’s technology is empowering great things, and I am thrilled that we are working with them on work that is both purposeful and creatively interesting.”
Credits:
Agency: FCB Inferno
Creative Director: Martin McAllister
Managing Partner: Hollie Loxley
Senior Agency Producer: Alison Cooper
Senior Copywriter: Ben Usher
Senior Art Director: Rob Farren
Head of Strategy: Chris Baker
Business Director: Joe Pirrie
Account Director: Hannah Thorn
Communications & Partnerships Director: CC Clark
Senior Producer: Bridie Scriven
Junior Product manager: Livvy Tidd
Head of Digital Delivery: Mike Jenkins
Creative Production Company: DOG EAT DOG (DED)
Executive producers: Mark O’Sullivan & Harvey Ascott
Director: Chris Overton
DOP: Dan Holland
Editor: Stephen Dunne @ tenthree
Post: Alec Eves @ UNIT
Grade: Denny Cooper @ UNIT
Music: Mcasso Music
Composer Richard Atkinson
Audio: Jamie Thomas @ UNIT
App development production company: Aardman
Interactive Creative Director: Neil Pymer
Senior Interactive Producer: Hannah Jones
Technical Director: Mark Burvill
Developer: Russ Morris
Client: Huawei
Chief Marketing Officer WEU: Andrew Garrihy
Marketing Director WEU: Avikar Jolly
Campaign Director WEU: Louise Forbes
Charity Partners: British Deaf Association & European Union of the Deaf
Executive Director British Deaf Association: Damian Barry
Executive Director European Union of the Deaf: Mark Wheatley
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FULL CREDITS
FCB INFERNO
CD: Martin McAllister
Managing Partner: Hollie Loxley
Senior Agency Producer: Alison Cooper
Senior Copywriter: Ben Usher
Senior Art Director: Rob Farren
Business Director: Joe Pirrie
Account Director: Hannah Thorn
Communications and Partnerships Director: CC Clark
Senior Project Manager: Bridie Scriven
Junior Product manager: Livvy Tidd
Head of Digital Delivery: Mike Jenkins
Senior Digital Designer: Becci Salmon
Head of Strategy: Chris Baker
Account Manager: Holly Holder
DOG EAT DOG
Production Company: DOG EAT DOG (DED)
Director: Chris Overton
Directors Consultant: Rachel Shenton
EP: Mark O’Sullivan
EP: Harvey Ascott
DOP: Dan Holland
Art Directors: Benedict Lack & Samuel Waters
Stylist: Nina Sobers
Editor: Stephen Dunne @ Ten Three
Posthouse: Unit Media – Alec Eves and Jake Saunders @ UNIT
Music: Mcasso Music
Composer: Richard Atkinson
Grade: Denny Cooper @ UNIT
Audio: Jamie Thomas @ UNIT
Cast
Hero girl ‘Mia’: Maisie Sly
Father Christmas: Paul Maguire
Mother: Mia Austen
Father: James Teal
AARDMAN
App development production company: Aardman
Head of Interactive Production: Lorna Probert
Group Creative Director: Dan Efergan
Interactive Creative Director: Neil Pymer
Senior Interactive Producer: Hannah Jones
Technical Director: Mark Burvill
Developer: Russ Morris
Developer: Corin Wilkins –
Designer: Sarah Matthews
Production Assistant: Ashley Cornes
QA Manager: Lillie Simpson-Little
Motion Capture & Post Production: Centroid
Post Production: Cubic Motion
Translators & Interpreters: Comtec
Character Designer: Simone Giampaolo
CGI Coordinator: Emily Stone
CG Artist: Ben Toogood
CG Artist: Nathan Guttridge
CG Artist: David Klein
CG Artist: Lasse Braendgaard
CG Artist: Signe Tveitan
Animator: Eva Bennett
Lighter: Andy Lavery
Compositor: Jeffrey Dillon
Compositor: Paule Quinton
Compositor: William Fullagar
Sound: Ed Hipkins
BRITISH DEAF ASSOCIATION
Executive Director, British Deaf Association: Damian Barry
Research and policy coordinator, British Deaf Association: Aine Jackson
EUROPEAN UNION OF THE DEAF
Executive Director, European Union of the Deaf: Mark Wheatley