Roles: Research - Art Direction - Design - Animation/Motion
Software: Photoshop - Illustrator - After Effects
the brief: To promote women’s PUMA Cali Sport range, develop a 10-20 second piece of motion content for use on Instagram. Aimed at girls 16-22 years old.
my objective: Create a fresh, unusual yet uplifting fun graphics and animation taking a risk in a new direction for the age group, that defines positivity and playfulness towards life.
doodle sketches from my brain to paper...rough sketches make sense to me somehow :)
inspiration: As a designer sometimes in my process, I get inspired from my life experiences, music and the feelings of words related to the product. And the words and feelings that stood out from the PUMA Cali wear range were:
Mischief | Bold | Fun | Risky | Playful | Feminine Fun Vibes | Futuristic | Confidence | California |
Walking on Sunshine | Self Love
I wanted to merge all the adjective elements to an upbeat and exciting music, that would energise the audience to pause and watch.
mood board and colours: After establishing the adjectives, it's time to research and collect images that inspire for colours and art direction for the design.
Using bold, fun, feminine colours to ignite uplifting emotions of confidence, mischief, uplifting energy that are blended in a gradient tone to give a futuristic feel.
design: Now its time for creative direction. Style frames for animation.
animation: sound on, for the real experience :)
Animated Instagram stories
Instagram stories with music
Thank you for your visit! Like what you see and ready for a chat for your design needs? Or have a role that I may fit for in your studio? I will be happy to hear from you!