The Troy Lee Designs limited edition Skully capsule was one of the largest campaign initiatives of 2019 with 5 key products being introduced across multiple different mediums and platforms. Video was a huge priority for this launch and I was tasked with creating an overall theme and mood for the production. Communicating with a third party video production company, my teammates and I nailed down the mood, location, budget and logistics to make it all happen. From there the mission was to create static imagery for print and digital purposes that was cohesive to the video production. To do this I created animated GIFs and video clips based on studio photography to bring typical static templates to life on Instagram, run-of-site ads, email blasts and Youtube thumbnails.
Other than the actual video production, everything in this project was done in house including photography, media assets and email configuration: meaning this started from scratch in a photo studio. Using 1-point lighting, reflective bounce cards, some cardboard boxes and a willing model - the creepy “Skully” figure took life. After clipping around the figure it was time to create the setting. Creating fake image borders and some stock imagery, along with a plethora of Photoshop tools and techniques, Skully looked as if it was coming out of the page. After some additional lighting techniques, type treatment and key framing, it all came together: a creative approach to effectively display all products in a eye catching manner.