Roots – Lunar New Year

Roots - Lunar New Year

Roots and we celebrate the Lunar New Year with the iconic beaver mascot!

Roots, the iconic Canadian lifestyle brand, wanted to celebrate Lunar New Year with a dynamic and playful animation featuring their beloved beaver mascot. The challenge was to create an engaging 6-second animation that could effectively convey the festive spirit while maintaining brand recognition.

The concept revolves around transforming their signature beaver into various traditional Lunar New Year elements through quick, seamless transitions. Each version of the beaver represents different aspects of the celebration, utilizing various animation styles from traditional 2D to modern graphic interpretations.

Styleframe & Process