To spark conversations around mental health, Ruby Wax’s charity Frazzled transformed Europe’s largest digital ceiling into an interactive sky, combining VFX, live engagement, and an award winning idea to ask: “What’s the weather like in your head today?”

the cHALLENGE

After winning Gold in our 2024 Digital Creative Competition (Printworks SkyLights category), Ruby Wax’s mental health charity, Frazzled, wanted to turn their award winning concept into a reality.

Their goal was to spark meaningful conversations around mental wellbeing by asking a simple, powerful question: “What’s the weather like in your head today?”

the SOLUTION

Developed by Frazzled and Revolt and brought to life by FlipBook and Ocean Labs, “The Feeling Ceiling” transformed the UK’s largest digital ceiling, SkyLights Printworks, into a striking, interactive sky.

Using lifelike VFX and full motion content, the ceiling simulated real weather conditions to mirror states of mind, each animation representing a different emotional state:

Dark clouds formed the word ‘ANXIOUS?’
Lightning flashes illuminated ‘STRESSED?’
Raindrops fell to reveal ‘TEARFUL?’
Rolling fog uncovered ‘BRAINFOG?’
And on better days, a bright blue sky reminded visitors that talking to Frazzled “can brighten up your day.”

Visitors were invited to interact by brand ambassadors via touchscreen, selecting the weather that matched how they felt, which then triggered a full ceiling animation above them.

Launched during Mental Health Awareness Week, the experience was opened by Ruby Wax herself, who spoke candidly with visitors and hosted a live wellness session onsite.

OUTCOMES

Broadcast coverage on ITV Granada and press features including in Visit Manchester, MSN, and About Manchester, contributing to a total reach of over 2.1m (Meltwater, 2025)
Organic social posts from Ruby Wax generated over 14,000 impressions across just two posts
The project also featured in Little Black Book
Daily ambassador drop-ins kept the conversation going, as a large number of visitors stopped to reflect on how they were really feeling
And as our Neuroscience research proves, full motion is 2.5x more impactful than equivalent static sites, therefore will stay front of mind of passersbys

Creative Director at Revolt, Matt Roach said “The Feeling Ceiling has had lots of people awkwardly staring straight up, and revealing the conditions in their heads by interacting with our tablet to trigger that weather above. Visitors have said it made them feel less alone and that talking about emotions in terms of weather seems easier, less taboo.”

“ITV ran a four-minute segment on the evening news – calling it ‘Amazing’ – so it’s given Frazzled huge exposure.”