Despite strong anticipation for Puss in Boots: The Last Wish, the challenge was finding a way to keep the film top-of-mind in the noisy digital landscape. Traditional ads alone weren’t enough to spark sustained fan engagement across daily online interactions. The campaign needed a solution that seamlessly integrated the film’s characters into the social and messaging platforms where audiences naturally express themselves, turning moments of conversation into opportunities for organic promotion.
Through interviews with participants, clients and stakeholders, we gathered valuable insights to better understand and empathize with the needs of our target audience. This allowed us to dive deeper into defining the project's challenges.
The Movie Buff
Name: Chad
Age: 34
A long-time animation fan, David follows film news, collects memorabilia, and chats on Reddit about his favorite movies. He enjoys sharing GIFs that highlight iconic scenes or characters he loves.
Goals:
Celebrate favorite film moments and connect with fandom communities online.
Motivations:
Nostalgia for the Shrek universe and a desire to share cinematic moments that resonate emotionally.
The Teen Trendsetter
Name: Stacey
Age: 16
Always on TikTok and Snapchat, Mia loves remixing content, sending reaction GIFs, and keeping up with influencer culture. She uses fun visuals to express moods and build her social persona.
Goals:
Keep chats fun and expressive with friends through GIFs and stickers.
Motivations:
Using visually driven communication to reflect her personality and humor online.
The Digital Creator
Name: Jamal
Age: 25
A content creator and meme enthusiast, Sophia is always looking for fresh, expressive assets for her posts. She enjoys making content that connects with pop culture moments and attracts engagement.
Goals & Motivations:
Enhance her memes, stories, or video edits with animated content.
Motivations:
Finding high-quality, expressive assets to remix into content that gets attention and shares.
The Social Sharer
Name: Vanessa
Age: 22
A college student always online, Emma loves creating fun Instagram stories and spicing up group chats with trending GIFs. She thrives on being the first to discover and share new content with her friends.
Goals:
Express emotions creatively in group chats and social media stories.
Motivations:
Staying on top of pop culture trends and using fun, recognizable GIFs to make conversations lively and relatable.
Motion tests for reaction GIFs focus on ensuring each expression is instantly readable, on-character, and loopable at the small sizes users see in chats and social media. Variants are created with differences in framing, timing, gesture scale, and loop style, then reviewed side-by-side for clarity, emotional impact, and shareability.
Key considerations include smooth looping, subtle animation enhancements (like anticipation or eye darts), contrast, and legibility. Top-performing versions are selected through stakeholder or user feedback and optimized for file size and platform compatibility before publication.
The visual design captures Puss and his companions in bold, expressive, and highly readable poses optimized for small-screen GIFs and stickers. Each asset emphasizes dynamic gestures, clear facial expressions, and vibrant colors drawn from the film’s cinematic palette.
Backgrounds are simplified or removed to maintain focus on characters, ensuring instant recognition and shareability across social and messaging platforms. The style balances playful energy with fidelity to the film’s swashbuckling, fairy-tale aesthetic.
about (creativity). I'm excited to hear about any potential opportunities.
