Youtube Recap
ANNUAL
OVERVIEW
THE ASKA BRAND FIRST FOR YOUTUBE WITH THE LAUNCH OF THEIR GLOBAL FIRST EVER ‘RECAP’ CAMPAIGN, I COLLABORATED WITH THE YT TEAM TO DESIGN AND BRING TO LIFE FOURTEEN ‘PERSONALITY CARDS’, CREATING COMMUNITIES FOR VIEWERS WITH SIMILAR LIKES AND HABITS. TASKED WITH CREATING UNIQUE CHARACTER-LIKE ANIMATIONS FOR EACH PERSONALITY TYPE, WE DEVELOPED A DIRECTION FOR EACH DESIGN THAT PEOPLE CAN RESONATE WITH AND RELATE TO.
THE SOLVEI love building cohesive brand worlds, so my imaginative and playful design style seamlessly intertwined with the personality descriptions to create snapshots of the YouTube recap universe. Drawing inspiration from metaphors for each personality type, I crafted abstract characters to be easily understood while also intriguingly offbeat.
CASE STUDY
My goal was to make them feel like true individuals who embodied their written traits,
while still belonging to the same cohesive world.
From sketch to 3D
Considering all elements of each personality type, every character was crafted with unique inspirations, textures and organic shapes. Beginning with pencil sketches, I explored the essence of each personality card to streamline the visual design without relying on literal interpretations. I started out with very detailed version of each character, until we simplified it to truly capture the essence of each personality.
Let’s animate
Each character was animated with its own unique movement style to further reinforce its personality, from the calm stillness of the Serenity Seeker to the energetic bouncing motion of the Challenger.
I absolutely loved working on this project and it’s amazing to see it now live across the world!
