Motion
DA
Augmented greeting card for Havas – Art direction, storyboard, and immersive animations for an interactive and festive 2025 experience.
Context
For the 2025 greetings from Havas, I envisioned an augmented reality (AR) experience that transforms a physical card into an interactive and festive animation. The goal was to surprise the recipients by offering them an immersion into a "MEANINGFUL" universe, where every detail reinforces the end-of-year message and the transition to 2025.
Role
Artistic direction :
Definition of the visual universe and the tone of the experience (colors, typography, lighting ambiance).
Supervision of a 3D graphic designer for the creation of assets and the modeling of the scene (Havas building, characters, fireworks).
Detailed storyboard to present the final product to the client and validate the key stages of the animation.
Creation and animation :
Preparation of 2D/3D assets (illustrations, decorative elements, visual effects).
Subtle animation of the windows of the Havas building to bring the scene to life (lights, movements).
Animation of the initial illustration (transition between 2024 and 2025, fireworks, interactions).
User experience :
Storyboarding the AR experience: triggering animations via a QR code, appearing elements in volume, transforming the decor.
Integration of interactive elements (e.g.: clicking on the building to see silhouettes in the windows).
Inspirations and creative choices
Visual universe : The experience plays on a contrast between the cold winter (snow, starry night) and the warmth of fireworks, symbolizing the transition to a bright year. The vivid colors of the fireworks and the animations in the windows of the Havas building enhance the festive and human aspect.
Storytelling : The storyboard presents a gradual transformation: the elements of the card "come to life" in volume, the characters become visible, and the decor of 2024 metamorphoses to make way for 2025.
Subtlety of the animations : The movements in the windows (silhouettes, lights) add a realistic and poetic touch, inviting the user to explore every detail.
