Laybuy Campaign & Animation

Laybuy Mania is a promotional event by Laybuy to engage merchants and customers by putting on 24 hours of deals and campaigns. I was tasked with bringing the campaign to life, through both static campaigns and animated, developing the character Larry Laybuy – an illustrated character, and incorporating him into ads for Websites, Out of Home, Youtube, Social Media and email.

Working with an illustration team, we came up with multiple concepts for "Larry Laybuy" who would be the forefront of the creative direction of Laybuy Mania. The direction was to focus on stickers, and running animations. The limited colours made it perfect for GIF and vector based animations.

Here are the two finished animation loops.

There were lots of illustrations of Larry to choose from, but realistically i only had time to develop two animations. I opted for a run loop animation as well as a walk loop with a bit of phone interactivity. I felt these two would give me enough versatility to create lots of different output styles.

Using Adobe After Effects and Duik Basel, i was able to rig Larry up to have better control over his movement. This alongside some simple storyboarding, i was able to envision the potential creatives.

The feet added an extra challenge as they were illustrated in a way that meant i had to give perspective and 3D movement to the shoe. As this was a relatively short animation i decided to develop a frame by frame animated front and back foot, and attach it to the rig.