Paw Patrol | Creative Pitch | Universal Studios
In 2020, I had the privilege of working with Zai Ortiz (Founder of Dark Matter) to conceptualise a creative pitch for the end credit sequence of the 2021 release of Paw Patrol. The pitch was successful and was green-lit, allowing Zai to move forward with further work in the feature film.
My involvement in this project was inclusive of end-to-end creative direction, production and project management. We conceptualised three different visual styles which the studio was able to choose from, and provide feedback on.
Storyboards
Following an in-depth briefing from Carl Brunker, our team moved ahead with ideating the initial proof of concepts, sketched as simple black and white blueprints. The key idea that Cal wanted to showcase was that the pups were friendly, approachable and interacting with the environments that they were within.
Illustration
Once the concepts were approved, we moved into the design stage where we grouped concepts into three categories:
Pop: Characterised by bold colours, shape trails, and true-to-life characters.
Sketchy: This style leaned on using text as a key design element which the characters could interact with. The visual direction was more sketchy and monochromatic.
Retro: A stylised character approach was used here, with limited colour palettes and somewhat disproportionate shapes.
Credits
Client: Zai Ortiz via Universal Studios
Creative Director + Producer: Ashritha Govind
Storyboard Artist: Aishwarya Chandramohan
Illustration: Renaud Lavency, Darya Semenova, Guilia Design
Animation: Slava Romanov, Denis Bondartsov, Sarah Wong