Outcome: Increased brand awareness among target audience by 30%
The client asked to convey the message that every entrepreneur is a superhero. We wanted to make this story more down-to-earth and relatable for every viewer. So we added a twist where we transition from the imagination to the real world and show that our heroes are only human.
Sasha Kakora, art director:
The fantasy world is an abstract space with an affirmative act. I chose a limited color scheme to highlight the unearthliness and dangerousness of the environment. The real world, on the opposite, is extremely clear and calm. It’s filed with details and therefore its color range is more versatile.
The most tricky part was creating congeniality between the elements of these two settings. As a result, we developed objects like “scissors-sword” and “flowers-monsters”. My favorite piece in terms of design is the “monster boss”.
I had a very challenging task developing characters for two different spaces: the real world and the fantasy world.
The fantasy world is an unearthly jungle obscuring a lot of surprises and dangers. The whole space is filled with prickly vines resembling giant snakes in silhouette. The dynamic of this silhouette serves as support to the main action.
The real world, on the opposite, is a flower shop where there is no affirmative action. It is filled with lots of details that help narrate the current mood and message of the heroes.
At this moment a future employee enters the shop and offers to help. On his side of the scene, everything is neat and bright.
In this scene we see the main character coming around and finding herself in the organized chaos she created.
Every animator is a fan of the Japanese anime as a genre, which served as well during this project. However, our objective was never to copy the style. It was more about using its’ expressive powers to tell our story. As this story is very dynamic, we didn’t start with a photo script, instead, we went straight for the animatic. It was a great pleasure to work with Kirill who added a lot of his personal energy and vision into the initial script.
Most of my colleagues-animators are either self-taught or went through classic hand-drawn animation schools. At the same time, many of us dearly love Japanese animation and always try to peek techniques to make their work more spectacular and expressive. It makes for an interesting fusion of styles. I call it “anime-fusion”.
It was a great challenge to fit in so many events in a 30-second video. Specials kudos to the whole team who kept on working really hard under the stress of the last few weeks. I hope that you will enjoy the result!