TAGCC
CASE STUDIES
Moss Motion was invited to bring Toys Anime Games Comic Con (TAGCC) iconic mascot 'TAGBABY' to life. We created a series of colourful digital 'TAGBaby', bringing her to life as a diverse, animated parade of characters – from Brand Identity to Event social Engagement. In collaboration with Gladstone Event Production, we created a setup, Blackbox, an interactive photobooth for the attendees with various design of 'TAGBaby'.
DELIVERABLE
Brand Identity
Design & Art Direction
Styleframe
Animation
Social Media Engagement
CHALLENGE
Help a young event, TAGCC to reach out more new audiences, explore new ways to engage their beloved mascot, TAGBaby.
CLIENT
TAGCC
Understanding the Brand
Toys Anime Game & Comic Con (TAGCC) is a platform for all toys, anime, games, comic and hobbies collectors. With wide range of partners from various background and international brands, this is the place that gathers exclusive collectibles from around the world. We started from understanding TAGCC's position, brand story, vision, passion and most importantly, the audiences, and set up our path to embrace and deliver TAGCC's root and nature to the fans and visitors.
Start From The Roots
TAGCC representative, TAGBaby, is a charismatic, cheerful character that brings all different people and collectibles together. We looked into her design,
Tackling the Problem
We derived from the key pillars and look into how certain elements conveyed a particular aspect of the brand's identity. Then, we concluded and curated all our inspirations into boards for the Young Living team, this helped both of the team to understand each other languages, aligned our expectation and direction, most importantly, gained a glimpse into the final outcome of the project, with a low cost and commitment method for the team.
What We Delivered
Discovery & Framing
We created several thumbnails to kick start the design process. We extracted the key elements from our curated boards of images, and delivered the concept visually through a flow of images, and this framed an initial direction and built upon it.
Explore, Test, Adjust
Through an iterative approach for the design and working closely with Young Living team, we were able to extract and visualise our concept. We used 3D tools to experiment, explored possibilities and defined limitations, through trial and error to filter essential ingredients and elements for Young Living.
Narrow, Focus
In the process of exploring various setting, colour, layout of the scene, we gained a deeper understanding on the direction we set earlier on. We tweaked and refined the flow during the research and development process, removed and modified shots that did not translate well in a 3D world, resulting a narrow, fine-tuned and appropriate direction for the project. The images we crafted, styleframe, acted as a visual direction, enabled both teams to grab a closer idea of the feel, colour and ambient.
Asset Creation
In order to achieve result that meet our standards, we ensured everything in the scene are crafted accurately & appealing especially for the products. With the aid of several images and open size of the product, our team were able to re-create a fully CG version of the product that contain the finest detail.
Our team used various of methods to create all the products in BLOOM product line. To fully ultilise the materials provided by the Young Living team, we used the most efficient method to create assets with the combination of 3D and 2D software. This created a highly accurate outcome and reduced the time to map the texture on top of the 3D asset.
Simulations
During the exploration stage of we curated a series of images to convey the form of organic beauty. Each simulation we created, has to be visually appealing, engaging and organic. We filtered and removed animation that did not work well, and kept only those that touches our initial direction, how it look, sound and feel, ensuring the message were delivered clearly.
Lighting
We narrowed down our direction during the research & development stage to create a 'zen', calm ambient, this illustrate the comfortable sensation, meditating lifestyle, and premium finish. We explored various of setup to mimic real world scenarios, experimented dozens of composition to achieve the right balance of highlight and shadow, ensuring it looked calm and meditative yet dynamic and compelling.
Refine & Align
We used a low commitment approach to ensure every stage is done correctly and both teams are constantly in the same page. We keep as flexible as possible before finalising through easily manipulated 3D assets. As our animation were done in a procedural approach, that means we were able to change or add elements easily without starting over from scratch yet maintaining the same look we did initially.
The Result
190%
SALES INCREASE IN 3 DAYS
165%
SALES INCREASE OVER A MONTH
18.2K
DIGITAL ATTENDEES
Increased visitors, more merchandise partners joined and merchandise sales increased.
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Just wanted to share this with you all. We've received many praises for the work you guys have done! We've got to place order to restock the collagen drink.
Great job guys! Thank you.
Felicia Cheong
Regional Product Development & Portfolio Manager
Young Living Malaysia Sdn. Bhd.
