This is the project i use when i want to talk about character design. The brief called for the characters to look both reasonably realisitic and full of character. I created a moodboard and discussed with the client the pros and cons of various styles of character. Should we have human eyes and teeth? should we have the real animal faces? The answer to both those questions is hell no! go google 'fish with human teeth' Go on. I'll wait... Horrible isn't it. Now look at what crab faces actually look like. They look like a robot from hell after being repeated smashed with the ugly hammer.

 

The solution as a delicate balancing act between realistic and cartoonish. Simplifying the shapes so they can be easily read, adding eyes that are more appealing and sympathetic than the real creatures eyes, but not human enough to be disturbing and adding something analogous to human body postures.

 

Sadly i don't have a hi-res of the final advert with text, but if you're curious, the creatures are talking about their exciting new neighbours, a cleaned up and enviromentally friendly waterfront business park in Sorenga.