I have been leading the creative for the Enormous Crocodile Musical campaign, including art direction, project management, graphic design and illustration.

I started with an extensive sprint to explore the direction of the key visual, including different art styles and character designs. From paper collage, to the playful, gross, and hyper-detailed. I wove narrative and activation ideas into each route so we could deeply consider which offered the most potential.

We needed a character that would connect with the audience. I wanted to make sure that this depiction of Croc would give us the opportunity to build out the campaign beyond the key visual and introduce a level of storytelling that would engage children and adults alike.

The chosen style uses strong vector shapes so that the artwork can be adapted for animation, used at any scale, and colours can be paired back for product if needed, whilst keeping the visual world consistent.

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

I am currently working with the show’s producer and our marketing team to continue building Croc’s presence and how he shows up in the world next…