Generation Animation
CHALLENGE
Our team was tasked with creating a Brand Awareness Campaign that would target the next generation of animation lovers and make Pencilish Animation studios, the live client, a household name.
Brand Awareness Campaign
Live Client Project & Presentation I 6 Weeks
SOLUTION
Anchored by our insight and inspired by both creators and consumers, we developed a comprehensive creative strategy for the campaign, Generation Animation, which focuses on a shared value amongst animation enthusiasts - content over cartoons.
INSIGHT
Through conducting extensive market research and competitive analysis, we discovered animation is a form of entertainment content that transcends generations. We also identified three areas of opportunity that aligned with our client's ask to guide our creative process:
Target New Animation Lovers
Engage Young Investors
Expand Pencilish's IP Recognition
STRATEGIC RECOMMENDATIONS
IP RECOGNITION SYSTEM
My team members and I found it extremely important to create transferability within Pencilish’s existing properties. Our solution: pairing each of their IP characters with an organic or geometric shape. Based on each of the character’s personalities, these representational vectors created an associative recognition system that could be used across creative campaign and media platforms.
INVESTOR ENGAGEMENT: PATREON
Additionally, we were challenged with including investors and creating something exclusive, but accessible and engaging, for the younger generation. Through our research, we discovered that by utilizing this affordable platform, Pencilish can capitalize on the content they’ve already created and provide inclusive, premier access for Generation Animation.
SCAVENGER HUNT
To give Generation Animation the extra spice it deserved, an experiential component was added to bring the IPS and their representative icons to life through an interactive scavenger hunt. The basis of the scavenger hunt was to tell a compelling story about Pencilish’s characters and an adventure users could be part of. Through a series of physical interactive clues around Nashville, Tennessee, the race would be on for social media users to solve the question, “Where is Bjorn the Unicorn?”.
CREATIVE STRATEGY LEAD
I was responsible for directing a small team of creatives to develop and execute a campaign. I helped with every aspect of the project from design elements to tactile and machinery skills. I was responsible for delegating tasks, scheduling meetings, and managing a group of creative individuals.
PERSONAL TAKEAWAY
One of the most valuable lessons our team learned throughout this process was the importance of collaboration. Combining unique talents, skills, and viewpoints, we were able to come up with something greater than any of us could have developed independently. This campaign provided me with the opportunity to present to a live client and demonstrate the strength in presenting creative ideas through compelling storytelling.
FINAL DELIVERABLES
Branded Client Pitch Deck from Presentation
Printed Bound Booklets of Materials as a Comprehensive Leave Behind
Branded Keychains and Merchandise
Geographically Accurate Map of Scavenger Hunt
Primary Research Data from Surveys
Extensive Secondary Research
Creative Recommendations
10-minute Live Campaign Presentation
CREDITS
Sam Grimm – Design Lead
Rebe Chen – Illustration Lead
