Home > Case Study - Angry Birds
ANGRY BIRDS
Flying from mobile game to global box office blockbuster
Fantastically popular mobile game ANGRY BIRDS made the transition to a blockbuster animated film. As a result, Rovio required vector character art, style guide and packaging & POS that reflected this new style of CGI animation to launch their extensive consumer products programme.
PowerStation Studios were engaged to deliver a style guide that captured the movie’s strong visual comedy and dynamic energy of these hugely popular characters to commercially maximise the transition from smart phone to silver screen.
Client:
- Rovio
Project Details:
- Brand adaptation for retail
Areas Covered:
- Style Guide
- Illustration
- Character Art
- Packaging
- POS
Above: A selection of Core Vector Art for "Red"
PowerStation’s first task was to identify which character art styles resonated with the Angry Birds’ personality while ensuring its success on commercial applications. As this was a character-led project, the team initially created the core vector art from which to work. This process involved making a literal translation from the CG movie art into designs that they could explore more creatively with.
Below: A selection of various illustration styles
Above: A selection of various illustration styles
The team continued to test a variety of illustration styles to see what styles worked well with the brand. From here on, the challenge was perfecting the balance between how far we could creatively push the designs and maintain brand integrity and instant recognition.
Once the team established a selection of creative routes, a total of 10 individual mini-guides were created. This assured all target demographics were supported in the overall project. To help further differentiate each demographic, the team projected a unique theme and art direction per guide.
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Why so angry? This direction answers that very question and is infused with the core of the story arc.
When disaster strikes and the eggz are all in one basket our birds don't get in a flap, they stick their beaks in and catapult into action. Fast and furious with feathers...
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We only nest with the best and the best don't nest with the rest. When you come home to roost you get the best of island life with a birds eye view.
From bustling cities to mountain heights, the island is covered with lush flora and fauna but beware - it provides plenty of perfect places for piggies to hide!
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The Piggies have a plan, actually they have lots of plans, shambolic and chaotic. The contraptions built from all sorts of materials and designed via Piggie physics to deliver the eggs in the clutches of eager trotters.
There is no snout about it, the piggies are hatching a plan and the Birdz better keep an eagle eye open.
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Fight or flight, these birds have attitude... tick, tick, boom!
Their expressive, explosive personalities flock to the foreground. It is not the size of the angry bird tut the size of the angry in the bird. Angst to anger, birds of a feather stick together and don't flap. It's a flock state of the mind!
Unapologetically angry... deal with it!
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Why so angry? This direction answers that very question and is infused with the core of the story arc.
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Every flock has its pecking order. Here we meet our cast of key characters. We see how they stack up in both personality and angry action skills.
Flocking together in times of peril this feathery tribe go beyond false idols and save the day.
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Matilda is the original Hippy Chick, a beacon of crazy calm. More than just a spiritual retweet, this is peace love and snapiness baby!
Every flock needs its festival vibe, pull up a perch and get down with it!
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Eagle eyes and razor beaked, perched on wit and sarcasm, the birds have flown the nest.
We will suck-seed at all costs, risk falling over spread-eagled and stand up and flip the bird. Impeckabley bad taste... just flock it!
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Pimp my plumage, this one comes preened for teens!
Spread your wings and embrace the crazy beautiful.
Explosive energy focused into feathered fashion with humour nested in. Bird built fashion! It's fun being angry!
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ANGRY ART 4 BIRDZ.
Flying solo with swooping brush strokes and unapologetic, rebellious attitude.
Angry, playful and unexpected... welcome to untethered feathers!
The next challenge PowerStation faced was creating new packaging that not only reflected the humour and unique animation style of the new film, but simultaneously sat comfortably alongside the Angry Birds world without competing or cannibalising any existing ranges).
The solution of a stripped-down character-led design was chosen as it allowed the new range to work with existing products, yet still introduced the new art style effectively.
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Above: Angry Birds packaging & retail environment concepts.
The Result
The Angry Birds Movie was a huge hit at the global box office and the consumer products offering was very well received. Due to this success, PowerStation was enlisted to create additional assets for the Angry Birds world including translating the very popular Hatchlings characters into vector art, as well as creating vector versions for key props and the Piggy vehicles. We also developed trend kits for the Hatchlings.
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