Animation is a freeing art form where the rules of conventional storytelling completely go out the window. With the time limit of 15 seconds, we knew we would have to get creative with how we moved through the story and leaning on cartoon logic definitely came in handy during transitions. By giving the viewers breadcrumbs rather than the full loaf we were able to move from one scene to the next in a way that carries the viewer while leaving an appetizing amount of interpretation.
We also needed to define the general overall look and feel of the characters and background elements. Again, with the limited time, we needed to collectively keep viewers' eyes on the prize so to speak, and therefore opted to use solid colorful backgrounds with minimal, subdued design elements for visual interest, making the key content and important details stand out prominently in the foreground. We scoured the web for awesome projects that matched our vision and provided an "inspiration gallery" to the client (shown below) in order to align on the stylistic vision for characters, objects and environments.