The weather in the UK is often awful. Perhaps that’s why it Brits’ favourite top of conversation? Or perhaps it’s traditional reserve? 69% per cent of Brits make small talk every day about things like the weather. 45% never open up about how they really feel.
Frazzled, the charity by comedian and author Ruby Wax, and UK agency, Revolt, have created a striking, interactive digital sky ceiling to get more people talking about their mental health by asking, “How’s the weather in your head today?’
Hosted by Europe’s largest “digital ceiling”, a full motion screen measuring 900 sqm above the indoor streets of Printworks Manchester, The Feeling Ceiling uses lifelike full motion VFX effects, audio, animations and special lighting by Flipbook, to make the screens seem like skylights, unleashing dynamic weather conditions above visitors’ heads to convey “frazzled” states of mind.
The seven day campaign begins on May 12 May and runs for the duration of Mental Health Week, May 12-18, via a two-hour daily window. Frazzled founder, Ruby Wax, will visit the venue on May 12 to launch the Printworks SkyLights experience and talk to visitors about how they feel.
Visitors can interact with the display via a touchscreen, and answer the question, “What’s the weather like in your head today?” by choosing a weather symbol that triggers that animation on the vast ceiling above. Dark clouds coalesce into the word ‘ANXIOUS?’, lightning illuminates the word ‘STRESSED?’, raindrops fall to form ‘TEARFUL?’ and rolling fog reveals ‘BRAINFOG?’ A sunny blue sky conveys how a chat with Frazzled “can brighten up your day”.
The Feeling Ceiling was the sole winner in the Printworks Skylights category of Ocean Outdoor’s 2024 Digital Creative Competition that applauds original bold new concepts in DOOH.
Ruby Wax commented, “Brits never shut up about the weather. So we start Frazzled sessions by asking, “How’s the weather in your head today?” to ease into those deeper conversations. Our Feeling Ceiling brings that question to life, in the biggest, boldest way we could imagine. We hope to capture people’s attention and help more people weather their storms with Frazzled.”
Matt Roach, creative director at Revolt, added, “Winning the Gold and bringing this to life has certainly been good for my mental health. With the recent proliferation of AI slop, we loved designing these amazing real-life VFX with the wonderful humans at Flipbook. It’s sure to captivate visitors and start lots of vital conversations.”
Experts say that simply opening up and sharing what’s bothering you can help lift a weight off: 85% of people who have attended an online session with Frazzled say they felt better after just one chat (this figure is taken from a 2024 survey of 1,258 attendees). Another recent study found a massive 86% of Brits feel stressed at least one day a month and as many as one in nine (11%) experience stress every single day.
Ocean’s 2025 Digital Creative Competitions, held in seven European countries, are now open for entries. The closing date is August 29 and is free to enter.
Credits
Client: Frazzled
Founder: Ruby Wax
CEO: Alex Sanderson
Brand Consultant & Project Lead: Hayley Shepherd
Project Support Officer: Freya Love
Head of Training and Programmes: Clarise Pattinson
Creative Agency: Revolt
Executive Creative Director: Orlando Warner
Creative Director: Matt Roach
Creatives: Matt Roach, Alice Dowdall
Senior Business Consultant: Lucy Iron
Design Director: Jimmy Ginn
VFX: Flipbook
Producer: Patricia Gronau
VFX Supervisor: Ben Haworth
Tech Genius: Adam Trowers
Media Provider: Ocean Outdoor
Creative Client Director: Xavier Keenan
Project Manager: Joseph Banning
