CLIENT & CREDITS

Known for their timeless and classic scents, Ralph Lauren Fragrances’ Holiday 2021 campaign, Discover a World of Giving follows Polo Bear and friends as they journey in search of the perfect holiday gifts. They visit iconic metropolitan destinations around the world from from London, New York, Paris, Shanghai and back. Discover a World of Giving features fragrances from the Polo collection, Ralph's Club, and Romance.

Created at Industrial Color.

Concept & creative direction: Christopher Kelly
Produced by: Effie Fradelakis & Jennifer Holtz
Boardamatics: Scottie Lim
Motion graphics: Scottie Lim
Editing: Chad Hylton
CG: Eevolver.

Polo Bear and friends overlooking the illuminated night skyline of Shanghai

Ralph Lauren flagship storefront in Chicago, IL

FEATURED PRODUCTS

Ralph Lauren Holiday 2021 Lineup (left to right): Romance, Ralph’s Club, Polo Red, Polo Blue & Polo Cologne Intense

STORYBOARDS

ANIMATED STORYBOARDS

My first responsibility for this project was to roughly animate the still storyboard, working closely with our CD. This step acts as a bridge between the pre-production and production phases, and with an animated storyboard we were able to reduce creative guesswork between Industrial Color and Eevolver, the animation studio we outsourced the project to.

Using Z-space motion, puppet tool as well as effects such as shimmering glows, snow particles and lens flares, we were easily able to communicate to Eevolver important factors such as camera motion, character movement, mood and lighting effects.

ANIMATED TYPE FOR INTRO + END CARD

The standard After Effects stroke animation is applied to the handwritten fonts of each end card to create a write-on effect. A subtle gradient and glow treatment is also applied to create a sense of depth while maintaining legibility.

FESTIVE PRODUCT DISPLAY END CARDS

Also created were multiple end cards of the individual product as well as the full collection of all the featured fragrances. By having assets live in 3D space, we’re able to achieve a parallax effect just by moving the camera on the Z-axis. This provides the scene with an illusion of depth, which in turn increases the overall production value. Having multiple layers of snow also contributes to the depth and creating an overall festive and lively effect. The gift packaging for each product is also showcased, as they appeal to the consumer looking for a classy gift for the holidays.