Title
Goodwill Promo
Category
Style Frames, Illustration, Character Design
Creative Brief
Designing a 5-second promo to showcase a brand’s new look, capturing the concept of metamorphosis
In this sequence, I explored the concept of individual uniqueness and self-transformation to communicate Goodwill's noble mission: enhancing people’s quality of life. Throughout the process, I learned to empathize and understand the target audience of teenagers and young adults. By illustrating caricatures with exaggerated shape language, I created a sense of familiarity and emphasized the idea of individual expression.
Concept
Highlights
Learned to explore and swiftly adapt to a new illustration style while leveraging my personal journey to craft a narrative that is profoundly authentic, resonant, and engaging for the target audience.
The sequence begins with a regular teenage girl admiring a stylish pink blazer she discovered at Goodwill. She aspires to be one of the cool girls at school, or better yet, a fashion icon! As she tries on the blazer, the world around her transforms along with her. No longer just a regular, nerdy-looking girl, she becomes a fashion icon walking down a red carpet, surrounded by paparazzi and reporters, blinded by camera flashes. Because she shops at Goodwill, she has endless possibilities for expressive looks.
Story
The main character design was inspired by my teenage self. As the youngest child, I often got hand-me-downs from my older sister. After reminiscing the Y2K fashion disaster (dress over jeans, excessive layers, etc.) and imagining how it would look if combined with the hand-me-downs and my terrible teenage fashion sense, the character was born.
Process
Illustrating a caricature of myself was challenging due to my unfamiliarity with this style. I studied it extensively and iterated multiple times to ensure the character blended seamlessly into the environment. The lighting was carefully adjusted to reflect the concept of transformation, starting with fluorescent, top-lit lighting and evolving to a more intense, magical, and vibrant ambiance.
