IHG wanted a fresh way to talk about familiar hotel amenities. Together, we built a concept around its iconic branded toy, a character we’ve been bringing to life for years.

I directed the spot, working closely with design, art direction, and copy to carry that approach from script to animation. I designed, rigged, and hand-animated the character, then edited and composited the film, with generative AI supporting selected background animation.

I deliberately used stepped keyframes with no interpolation between poses to create a snappy, stop-motion feel against more naturalistic backgrounds, using the frame rate as a creative element to give the character a distinct presence.