Turning Red
Digital Campaign design for the new Pixar Movie, Turning Red.
The brief
Disney and Pixar’s “Turning Red”, directed by Domee Shi, features the coming-of-age story of Mei Lee, a confident, dorky 13-year-old torn between staying her mother’s dutiful daughter and the chaos of adolescence. Her protective, if not slightly overbearing mother, Ming, is never far from her daughter – an unfortunate reality for the teenager. And as if changes to her interests, relationships, and body weren’t enough, whenever she gets too excited (which is practically ALWAYS), she “poofs” into a giant red panda!
At Zealot Inc, I had the pleasure to design and do some animation for "Turning Red's" digital campaign.
Digital Trailers
Below are the two trailers I had the pleasure to create under the art direction of Dane Hopkins.
These are two of many digital spots created for this campaign.
Design Exploration
"Turning Red" takes place in Toronto, Canada, in the early 2000s. It features many iconic teen cultural references from the time, from the raging boy-band fandom, to CDs and portable walkmans, to the colorful stickers, flip-phones, and Tamagotchis. So, to design our digital campaign spots, we paid homage to the quirky, over-the-top design aesthetic of the time while having a pre-school notebook and collage feel.
Below are the style frames I developed when Zealot pitched for this project, and the first row of style frames was the direction the client picked!
Style-frame explorations
Credits
Style-frame Design:
Breatriz Correia Lima
Creative Direction:
Justin Hamilton
Art Direction:
Dane Hopkins
Animation:
Beatriz Correia Lima
ALL RIGHTS RESERVED. ©2019. ZEALOT INC.
Software Used
Adobe After Effects
Adobe Illustrator
Abobe Photoshop
Cinema 4D
