I created the key visuals for the Enormous Crocodile Musical, developed and co-produced by The Roald Dahl Story Company. This included creating a dastardly new character design for Croc himself.

After an extensive sprint exploring different visual styles and character designs, from paper collage to the gruesome and hyper-detailed, I landed on this bold digital artwork.

The style considers use in the entire campaign beyond the key visual. Simplified, strong, vector shapes mean that the artwork can be adapted for animation, used for a large scale, as well as considering colour limitations in product. The design can be simplified further for merchandise if needed, whilst keeping the visual world consistent.

I used jagged, sharp edges mixed with softer curves to evoke a feeling of danger with the unsettling feeling of friendliness for younger audiences. The square pattern is inspired by Toby Olié’s fantastic puppet, in a direct reference to the show.