Nokia for Business, the global handset manufacturer’s B2B division, was looking to market their communication solutions to IT decision makers in a way that felt more human than the rest of the market. When most technology marketing in the space was treating their audience like robots, focusing on tech specs and product features, we decided to take a more humorous approach that centered around the quirks of the IT team’s coworkers and the challenges they create.
We developed the “Profiles in Business Mobility” campaign, and hired James Jarvis—world-famous illustrator and toy designer—to bring to life office archetypes that create mobile communication challenges for businesses. Jarvis’ designs were then modeled in 3D software to allow our team to pose and animate the characters. Physical toys were produced as part of a sales kit for the Nokia team.
I was responsible for art direction, design and animation for the digital portion of the campaign. I had roughly a week to learn Maya, the 3D software the characters were created in, before production started on the campaign.
In addition to producing the digital campaign, I also created custom print layouts for publications such as Business Week.
As the campaign progress and we looked to expand our archetypes, I contributed concept sketches for new characters to add to the team.