Scott Hull Associates

An interview with Penelope.

Client: Starbucks – print and web campaigns. Agencies: Tribal DDB for web and TracyLocke for print.

Target audience: Art director for the project, Stephanie Hancock says, “The Frappuccino campaign is called ‘You Deserve One,’ and it centers around rewarding people for doing the day to day things in life that often go unnoticed. In short, consumers can come to the site and nominate a friend who deserves a Frappuccino by creating a webpage for them which features their friend’s photo and story. Penelope’s illustrations served as the background to all these nominations.”

What was the creative challenge? For the web portion of this work, the challenge was creating each element of the illustration on a separate layer to be animated easily. For the print work, the challenge was to incorporate the pour from the Frappuccino bottle into the scene, kind of creating the space for the figures to be enjoying their found free moments.

How did you resolve the challenge? For the web, it was really fun to think up elements in each scene that could be animated. For instance, with the beach scene, I drew a fiddler crab, a seagull, the ocean tide, sailboat, etc. It was no problem creating each of these on different layers because my work style is a mixture of hand-made elements compiled digitally. So I was able to deliver a layered final file to the animators and make their jobs easy.
For the print campaign, we wanted to evoke a feeling of relaxation. So the figures look like they’ve found these spare moments to take a break and enjoy a Frappuccino.

What was the final outcome of the project? For just recently being launched, the campaign is a big hit. The website http://you-deserve-one.com/ has a lot of participant nominations for those who deserves it most.

Stephanie compliments Penny by saying, “It was such a pleasure working with Penelope. We’ll definitely look to Scott Hull Associates and his team for future illustration needs.”

Penelope was extensively interviewed and will be gracing a feature in the upcoming issue of CA magazine—so keep your eyes open!