Pencilish Animation Studios

6 Weeks | Fall 2022

Brand Awareness Campaign

Brand Strategy, Brand Repositioning, Product Development, Brand and Campaign

challenge.

HIGH RES STUDIOS was formed when three creative individuals were tasked with creating a brand Awareness Campaign that would target the next generation of animation lovers & make Pencilish a household name. The cross collaboration of areas of study including business, graphic design, and illustration allowed us to see the challenge through multiple lenses.

insight.

We understood that before we could create a unique campaign for the client, we had to conduct research in the industry and among the competition. From this research, HIGH RES STUDIOS identified three goals that aligned with our client’s request and guided our creative processes:

  • Targeting the next generation of animation lovers

  • Engaging young investors

  • Expanding Pencilish’s IP recognition

what I did.

solution.

We took inspiration from both creators and consumers to curate a creative strategy for the campaign - Generation Animation. “Generation Animation” focused on the next generation of animated-content enthusiasts who value content over cartoons. We came up with an associative way to create IP recognition by assigning each of Pencilish’s characters an organic or geometric shape. Additionally, to ensure the campaign was engaging both virtually and locally, our team added an experiential component; a scavenger hunt!

As the Creative Strategy Lead, I directed a small team of creatives to develop and execute a campaign. I helped with every aspect of the project from design elements to tactile and machinery skills. I was responsible for delegating tasks, scheduling meetings, and managing a group of creative individuals.

what I created.

the deliverables we produced

With my team members, I was able to create a branded campaign that would make our client a household name. We fully developed an accurate and realistic scavenger hunt to be paired with the campaign along with an IP recognition system and matching merchandise.

The basis of the scavenger hunt was a compelling story about Pencilish’s characters and an adventure users could be part of. Through a series of physical interactive clues around Nashville, Tennessee, the race would be on for social media users to solve the question, “Where is Bjorn the Unicorn?”.

my role on the project

what I learned.

my personal takeaway

The cross collaboration of areas of study including business, graphic design, and illustration allowed me to see the challenge through multiple lenses. I also gained highly valuable experience directly working with a client to produce outlined deliverables for a set deadline. It improved my leadership, design, communication, and organization skills.

deliverables.

  • Branded Client Pitch Deck from Presentation

  • Printed Bound Booklets of Materials as a Comprehensive Leave Behind

  • Branded Keychains and Merchandise

  • Geographically Accurate Map of Scavenger Hunt

  • Primary research data from surveys

  • Extensive secondary research

  • Creative recommendations

  • 10-minute live campaign presentation

takeaway.

One of the most valuable lessons our team learned throughout this process was the importance of collaboration. Combining unique talents, skills, and viewpoints, we were able to come up with something greater than any of us could have developed independently.

This project was truly where everything we had been taught up to that point was put into action. “Generation Animation” is the caliber of work that is expected by the rigorous Business of Art and Design program. As a team, we were extremely proud of the work we produced and were encouraged by the enthusiasm and gratitude of the client.

credits.

Sam Grimm – Design Lead

Rebe Chen – Illustration Lead