Spring range fashion launch for the clothes brand Ruby character animation GIF
A character design advertisement was created for the social media platform Instagram, for the New Zealand cloths brand Ruby. Promoting their 2022 spring range. Targeted at woman in a high middle class market searching to show free spirit and sophistication.
“Shed Your Skin” was the tagline for this campaign, capturing the imagination of change
Design Thinking
For the form I looked into other characters that signified beauty, creating the character with parrel lines, high contrast in small areas, starting with a wide form to thin back to wide again and smooth lines with some jagged edges to express the free spirt. The design was largely influence by the Medusa with the snake wrapping around her has she changes outfits. With a lot of her values aligning with our messaging.
The movement of the character also being identical to that of a ballerina dancer, with the exact hand movements. While the sound scape has a much more calm forest sound before the bell rings and she changes into her new outfit with a much more lively jungle sound generating. All working in a looping motion allowing the add to constantly play.
My Role Digital Designer, Animator, Media strategy
Project Ruby Spring Range Social Media GIF Advertisement
Program Adobe Animate, Adobe Illustrator
Medium Frame by Frame Animation