Working with Koto’s London & LA offices we created a new set of illustration principles to be used across the Netflix product ecosystem.
Team:
Beginners
Illustration Gica Tam / Michael Lester
Beginners
Illustration Gica Tam / Michael Lester
Animation: Michael LesterSound: Oliver Muto
Koto
Creative direction Dave Raxworthy
Production Michelle Ha / Lauren Fogelström
Creative direction Dave Raxworthy
Production Michelle Ha / Lauren Fogelström
Idea first
Our initial exploration centred around using Netflix original content to communicate simple messages. We explored these in sketch form and focussed on clear messaging before working on the illustration style.
Our initial exploration centred around using Netflix original content to communicate simple messages. We explored these in sketch form and focussed on clear messaging before working on the illustration style.
Style exploration
Lead illustrator Gica Tam brought a distinct understanding of lighting and form to create an illustration style that could communicate a wide range of messaging. Paired with a distinguished, object-focussed subject matter, the illustrations avoided clichéd tech abstraction to create bold, robust and cinematic spot illustrations.
Lead illustrator Gica Tam brought a distinct understanding of lighting and form to create an illustration style that could communicate a wide range of messaging. Paired with a distinguished, object-focussed subject matter, the illustrations avoided clichéd tech abstraction to create bold, robust and cinematic spot illustrations.
Refinements
We then refined the objects and fully vectorised the initial painted illustrations.
We then refined the objects and fully vectorised the initial painted illustrations.
Pictograms
We were also tasked with the creation of a set of pictograms that felt a part of the illustrated world but would work in a much more direct way at a smaller size.
We were also tasked with the creation of a set of pictograms that felt a part of the illustrated world but would work in a much more direct way at a smaller size.
Gift cards
Finally we explored how the spot illustrations could be scaled up into a less functional canvas - a Netflix gift card.
Finally we explored how the spot illustrations could be scaled up into a less functional canvas - a Netflix gift card.
Thank you!
