To celebrate Halloween 2017, Quebec communications agency Les Évadés set out to personalize their logo and make it more monstrous than ever. Watch as the logo’s animated letters come to life, each with their own wacky personalities. An unconventional yet playful way to wish everyone a spooky Halloween.
The campaign included a 30 second video spot and a set of looping animations shown individually and as a set. The promotion made waves on social media, garnering attention from the editors at INFOPRESSE and being selected in a lineup of the best Halloween spots alongside major brands such as Burger King, Sports Experts and Loto Quebec.
The project was conceptualized and headed by art director Dorian Coureau who brilliantly managed to bring this project to life in record time leading up to the big night of frights and terrors. The character designs were hand drawn by the talented illustrator Mirabolle. I was then responsible for bringing Gilles’ amazing drawings to life by interpreting each character’s chaotic movements and silly outbursts.
The challenge was to ensure that each letter animation works convincingly on its own as well as together as a unit in the completed logo, both on a creative and technical level. The animations had to be looped, and have enough contrast with one another when shown both sequentially in video form or as stand-alone animated Gifs. The illustrations were imported into After Effects and animated using custom character rigs, the puppet tool and a variety of native effects.
Agency : Les Évadés Creative Director : Charles Gagnon Artistic Directors : Dorian Coureau, Rachel Baril, Martin Dupuis Copywriter : Sylvain Thomin Illustrator : Mirabolle Motion Designer : Andre Navarre
Each letter animation is finalized in a seamless looping pattern for endless playback on various publishing networks and media platforms.
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