Holiday Tradition
The CiK Annual Loop
A studio-initiated R&D tradition .. Using a consistent brief as an annual excuse to push technique, explore new tools, and build something that's worth sharing.
Brief
To create a unique, and shareable looping animation for the holiday season - with a simple, open-ended brief .. Take the CiK logo, and have some fun.
Strategy
With the brief locked, and the creative entirely open .. Each year became a low-stakes opportunity to test something that hadn't quite yet had a home elsewhere - a different renderer, a new technique, a direction maybe worth exploring before pitching it somewhere it actually mattered ..
• Year 1: Clean & Cute. A charming, 2D vector-based animation establishing the core concept.
• Year 2: Texture & Excess. Embracing the festive spirit with layered textures and more complex motion.
• Year 3: Depth & Dimension. Pushing the concept into a new space by integrating 3D elements along with the established 2D charm.
Key Techniques
Looping animation & festive brand treatment
Textured animation & particle systems
2D & 3D integration
Result
The annual animation became a celebrated tradition to share, and post each year .. Consistently generating positive engagement, and serving as a 'purely joyful' expression of the brand's personality.