My Role
Art Direction, Illustration
Client
ActionCity
Naughty or Nice
This Christmas, ActionCity invites you to explore the playful concept of "Naughty or Nice"—which side will you choose? Featuring a cast of quirky characters and festive elements, each one bringing a unique twist to the holiday spirit, this visual journey will capture the essence of Christmas through both mischievous and joyful moments.
Concept
To bring the concept to life, the characters are illustrated and strategically placed throughout a festive parade, with hidden Christmas elements scattered around, adding an extra layer of fun and discovery.
Characters
Designing the characters was exciting, as I wanted to creatively represent both the "naughty" and "nice" sides. To keep things engaging and not too literal, the "naughty" characters were portrayed as rebellious and mischievous, while the "nice" was symbolized by festive treats, snacks and the season of joy.
Dynamic Displays
The final illustrations were animated to bring them to life, adding movement and vibrancy to the visuals. These animations were then showcased on digital TVs in-store, creating an engaging experience for customers. Additionally, they were shared across ActionCity's social media platforms, enhancing their visibility and impact online. Baubles were also adapted and produced to place emphasis on certain promotional products.
