Dream project to many, the Peugeot 208 launch campaign brought Dick Dastardly, Penelope Pitstop, Peter Perfect and other iconic characters from Hanna Barbera’s 1960s cartoon “Wacky Races” into the real world. The film is a super production and certainly has the best-looking live-action version of Wacky Racers that will ever exist.
I did the print media illustrations, bringing the characters to life for the three ads in the campaign and putting everyone after the 208. The final composition with the addition of the car and the 3D tunnel was done by Zombie Studios. Big, fun, Fantastically crafted and classified as "Peugeot's project of the decade", the campaign was very successful and like its characters will hardly leave the public's mind. As Rui Branquinho rightly said, "It's impossible to leave this project without being very proud".
Some early explorations for Dick and Penelope.
THE TRADITIONAL OLD INK ON PAPER
A unique opportunity where I couldn't pass up the chance to draw these characters in ink on paper. Despite being a somewhat complicated task and with a not very ideal deadline, this was certainly the most fun part of the whole process. Revisiting each of these characters and still being able to add some of my personal touch was a little nostalgic but also fresh, like meeting old friends from a time gone by to talk about the news.
FINISHED ILLUSTRATIONS and ADS
Once finished I resorted to that good old friend of mine from so many years, the Scanner! After digitalizing the art I painted the characters and assembled the layouts in Photoshop, as usual. Nowadays, with the complete digitization of the process, it is very rare to have this step of scanning pages, assembling pieces, equalizing tones and cleaning up the art, but what is gained in time is also lost in spontaneity, I believe.
Below are the finished and ready-to-print magazine ads. I know, I know, not as cool as the initial versions shown above, but in this type of work it is very common to have many adaptations, revisions, influences from clients, changes of direction and rarely does an idea survive intact until the end of the process. It's all part of the job and if you've ever worked in advertising, you know what I'm talking about, right?
And finally here we have the campaign films. Widely publicized in Brazil, this fun commercial film gave us a good idea of how cool it would be to see these so loved and unique characters in real life. Needless to say, it was a great success for the Peugeot brand.
Illustrator: Marcelo Braga Final Composition: Zombie Studio Art Buyer: Mônica Beretta & Giuliano Springhetti Art Direction: Felipe Pavani & Leandro Camara Copywriters: Eugênio Mohallen & Vitor Sant’Anna Creative Directors: Eugênio Mohallen, Vitor Sant’Anna & Fábio Tedeschi Big Boss: Rui Branquinho
You'll find more stuff on @Fullbragger, my Instagram account.
