Laybuy Mania
Campaign &
Animation

Laybuy Mania is a promotional event by Laybuy to engage merchants and customers by putting on 24 hours of deals and campaigns. I was tasked with bringing the campaign to life, through both static campaigns and animated, developing the character Larry Laybuy – an illustrated character, and incorporating him into ads for websites, out of home, Youtube, social media and email.

Choosing the Illustration

Working with an illustration team, we came up with multiple concepts for "Larry Laybuy" who would be the forefront of the creative direction of Laybuy Mania. The direction was to focus on stickers and running animations. The limited colours made it perfect for GIF and vector based animations.

Choosing the Animation

Here are the two finished animation loops. There were many illustrations of Larry developed by the agency, but realistically the timeline limited me to develop only two animations. I opted for a run loop animation as well as a walk loop with a bit of phone interactivity. I felt these two would give me enough versatility to create a nice range of output styles.

Character Rigging & 3D Elements

Using Adobe After Effects and Duik Basel, I was able to rig Larry up to have better control over his movement. This alongside some simple storyboarding, I was able to envision the potential creatives.

The feet added an extra challenge as they were illustrated in a way that meant I had to give perspective and 3D movement to the shoe. As this was a relatively short animation I decided to develop a frame by frame animated front and back foot, and attach it to the rig.

Different Placements

The Larry Laybuy Animations were used in many different placements by the entire team, which I was very proud of, but below are a selection of creatives I made.

Different Placements

It's great to be able to showcase a successful campaign, from both a senior creative perspective and objectively through successful marketing metrics.

Email and Banner Ads

Developing for email and web was a bit harder. These not only had to be engaging and utilise the animation but also be a small enough size not to hinder load times. With GIF file formats being a lossless format, I knew I had to limit my colour palette and frames. So I stuck with the original colours from the illustration and kept the loops short when developing these ads which meant the file size was under 1mb.

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