After the smooth ride of the first campaign for Meraas Creative District, we teamed up with M&C Saatchi to take the visual road to the next destination: from 2D to full-on 3D. We had the pleasure of taking this ride alongside world-renowned artist Steven Harrington.
Together, we brought his iconic characters to life in a vibrant, technicolor universe that captures the spirit of Meraas Design Quarter at D3 – an open playground where creativity has no walls. Everyone’s invited, except boring.
At first, Mello may seem like your average Joe. Living a black-and-white, slightly boring life… until he discovers that there is a lot more color in him.
After breaking out of his box, he lands in the vibrant world of Design Quarter at D3, where he gets a serious creative upgrade. Suddenly, Mello’s bigger, brighter, more energized, and even able to shoot color from his index finger.
As Mello explores D3, he meets a bright, lively, and slightly kooky bunch of characters, each bringing their own passion to the mix. They add another splash of color and twist to the world, showing how the Quarter becomes a place to create, play, and get inspired.
Steven Harrington has an unmistakable visual style with bold colors and quirky characters. It’s challenging to drop his 2D creations into a 3D universe and make sure they belong there without losing the signature look. We paid homage to Steven’s characters by giving them even more abilities to move around the surroundings in their new 3D bodies.
We teased Dubai with two immersive 3D billboards, using a little forced-perspective magic. First, we gave a sneak peek into the creative quarter and its colorful characters, followed by the full reveal of Harrington’s characters enjoying the D3 universe in all its glory. Both billboards were designed to feel larger than life, with just enough magic to make people look twice.
Director
Maxwell Reed
Executive Producers
Maxwell Reed
Alex Grolleman
Animatic
Johanna Oswald
Creative Director
Maxwell Reed
Art Director
Gautier Sire
Storyboard
Lara Montresor
Rita Steimane
rita@panicstudio.tv
Lou Bones
lou@panicstudio.tv
hello@panicstudio.tv
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