Working with Koto’s London & LA offices we created a new set of illustration principles to be used across the Netflix product ecosystem.
Illustration Gica Tam / Michael Lester
Animation: Michael Lester
Sound: Oliver Muto
Creative direction Dave Raxworthy
Production Michelle Ha / Lauren Fogelström
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.
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.
We then refined the objects and fully vectorised the initial painted illustrations.
The final illustrations and application!
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.
Finally we explored how the spot illustrations could be scaled up into a less functional canvas - a Netflix gift card.