We have all seen a 3D brand mascot that looks deeply unsettling. The uncanny valley is a real threat in advertising. If a character looks too human or moves in a creepy way, the audience will actively avoid the campaign.
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Keep the Silhouette Simple
The best brand characters work instantly on a visual level. Think of the ATCO safety robot or our work for HIF Australia. You should be able to black out the character entirely and still recognize who they are just by their outline. Strong shapes communicate personality before the character even moves.
It Is All in the Eyes
A character lives or dies by its facial rigging. You can have the most beautifully textured 3D model in the world, but if the eyes are dead, the character is dead. We spend a huge amount of time refining how a character blinks, tracks objects, and shows emotion. Those micro-movements are what create a genuine connection with the viewer.
Versatility is Key
A good agency mascot needs to work hard. It has to look great in a 30-second broadcast TVC, scale down to a social media GIF, and still hold up when printed on a massive billboard. We build our 3D assets to be completely bulletproof across every medium.
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Thoughts, ideas, and perspectives on design, simplicity, and creative process.
