Illustration & Motion Design | 2021
TripAdvisor: Illustrating the world for a global brand
TripAdvisor needed a campaign targeting property owners helping them understand how to improve their ratings and grow their business through TripAdvisor's suite of products. LNC Productions brought me in to develop the full illustration and animation style for four promotional videos, each set in a different location around the world.
TripAdvisor needed a campaign targeting property owners helping them understand how to improve their ratings and grow their business through TripAdvisor's suite of products. LNC Productions brought me in to develop the full illustration and animation style for four promotional videos, each set in a different location around the world.
Illustration
Motion
Storyboarding
Brand
Challenge
The brief wasn't just to illustrate - it was to create a completely new visual language from scratch that felt aligned with TripAdvisor's existing brand while being distinctive enough to carry an entire campaign. Each video needed to feel unique to its location while maintaining visual consistency across all four. The style I developed for the first video, Reputation Pro, became the foundation for everything that followed.
The brief wasn't just to illustrate - it was to create a completely new visual language from scratch that felt aligned with TripAdvisor's existing brand while being distinctive enough to carry an entire campaign. Each video needed to feel unique to its location while maintaining visual consistency across all four. The style I developed for the first video, Reputation Pro, became the foundation for everything that followed.
Process
I started by developing a colour scheme aligned with TripAdvisor's brand guidelines, then built a character and scene style that could flex across diverse global settings. For each video I drew rough sketches for approval, developed concept illustrations, produced final storyboards, and collaborated closely with animators and creative directors to bring them to life.
The storyboarding process required thinking cinematically; how does a scene communicate a message visually without words? Each location (London, Greece, Japan, a European city) needed to feel authentic, not generic. I drew inspiration from the specific visual identity of each place, crafting scenes that captured the essence of being there.
I started by developing a colour scheme aligned with TripAdvisor's brand guidelines, then built a character and scene style that could flex across diverse global settings. For each video I drew rough sketches for approval, developed concept illustrations, produced final storyboards, and collaborated closely with animators and creative directors to bring them to life.
The storyboarding process required thinking cinematically; how does a scene communicate a message visually without words? Each location (London, Greece, Japan, a European city) needed to feel authentic, not generic. I drew inspiration from the specific visual identity of each place, crafting scenes that captured the essence of being there.
Tripadvisor Business Advantage
Tripadvisor Ads
Tripadvisor Sponsored Placements
Tripadvisor Reputation Pro
The four videos:
Impact
Four fully delivered, animated videos for one of the world's most recognised travel brands each with a distinct illustration style rooted in a consistent visual language I created from scratch. The campaign targeted property owners globally, communicating complex product benefits through clear, engaging visuals.
Four fully delivered, animated videos for one of the world's most recognised travel brands each with a distinct illustration style rooted in a consistent visual language I created from scratch. The campaign targeted property owners globally, communicating complex product benefits through clear, engaging visuals.
