Normal Coffee

The main goals of this project were to create a charming character and to make use of different types of shots for each frame: a medium shot of the character, a close up of a hand, a full body shot of the character with the purchase, an action shot showing the main character doing something active with their newfound energy and lockup with the logo.

I imagine this promotional video to relatably share the experience of our main character from feeling down to getting very energized by picking up products from "Normal Coffee". The mood should go from draggy to very energetic and lighthearted. The main character and the surroundings will be brought to life through hand-drawn cel animation, animated in Adobe After Effects. At the end of the spot another little playfully animated character will be shown on the coffee cup to reinforce the happy and energetic feeling that customers should get after buying coffee and donuts at the boutique shop.

To keep the focus on the products and our main character the surroundings will be kept simple. There will be a mix of flat surfaces, linework and hand-drawn textures. To keep the piece dynamic there will be high contrasts in light and darkness, hard shadows, interesting compositions and a colour palette that includes warm as well as cooler tones. As for the character design I especially kept in mind the lines of action and creating dynamic looking, interesting poses to support the different emotions she conveys throughout the piece.

Follow along as our main character gets her pick-me-up at "Normal Coffee" in these finished illustrations that will be the base for the ad campaign.