nzr+
2D & Frame-by-frame Animation
This project aims to introduce the rules and world of rugby to NFL (National Football League) fans, specifically targeting American football enthusiasts transitioning to rugby fandom. The focus is to expand the fan base for the All Blacks in the U.S. as they prepare for an upcoming match in America.
Tone & Style Goals:
Tongue-in-cheek humor
Energetic pacing
Client
NZR+
Year
2024
Role
Storyboard
Character Design
Frame by frame Animation
character design
I explored three distinct character body types, inspired by the expressive personalities found in classic cartoons, a visual language familiar to NFL fans, and perfect for delivering humor and charm.
Option A: Boxy – A geometric, rigid figure with clear shapes for easy readability and comedic timing.
Option B: Curvy – A soft, rubber hose-inspired form with flowing lines for maximum expression.
Option C: Muscular – A stockier, more athletic silhouette that aligns with sports themes while keeping a playful edge.
After presenting all three styles, the client chose Option B. This direction set the tone for the animation's overall look and helped guide the visual consistency across frames.
frame by frame process
Each character was animated at 12.5fps, then doubled to 25fps to match the final video’s frame rate. The animation process began with rough outlines and blocking to establish timing, followed by clean line work, color passes, background integration, and finishing touches like texture and filters.
To evoke the spirit of classic cartoons, I leaned into traditional animation principles to build familiarity and charm. The NZR+ color palette further supported these stylistic choices, which reinforced brand consistency while enhancing the retro-inspired visuals.
Storyboard
Selected vector Styleframes
