Women in Fiction
An Advent calendar of twenty-five illustrated heroines, printed on postcards that animate when you scan them with a phone.
The idea
While working as part of the creative team at ruby AG, I led the concept and illustration for the 2019 Advent calendar campaign Women in Fiction, a tribute to twenty-five iconic female role models from film and television.
The series featured digitally illustrated animated heroines, celebrating the cultural impact of women in storytelling. I kept them to one flat colour behind each character so that twenty-five separate drawings would read as a single series.
Off the page
The postcard set was made interactive through an augmented reality app. When the viewer scanned the illustration with the app, the animation appeared on the screen, running over the card in their hand.
It gave the mailing something to do beyond being looked at once.
Why ruby made it
We also published the animated series on ruby's Instagram account throughout December, reinforcing the company's commitment to increasing the visibility of women across all areas of society.
This was an in-house initiative rather than client work, designed to strengthen customer relationships while showcasing ruby AG's values through bold, creative storytelling.