This was the Able’s first use of animation and the style had to reflect the beautiful, minimal, and elegant persona of the brand. We created a character driven piece that flowed between consumers and workers, illustrating the connection they share.
The Able brand is simple, elegant and understated. In designing the characters we wanted to capture that same sense of effortless chic. The characters have very natural silhouettes but are slightly exaggerated and elongated, moving slowly and gracefully.