the GC2018 commonwealth games Mascot
This was a once in a career opportunity to develop an iconic character designed to resonate around the globe and reflect the spirit of the Gold Coast.
The Brief:
In 2016 I assembled a joint creative team and was awarded the prestigious task of developing an iconic mascot for the 2018 Commonwealth Games.
It was our job to convert the winning entry from a nationally run design competition into a commercially viable mascot. Stage 2 involved creating all mascot assets to promote the Games globally.
Key tasks included:
Mascot concept development
Application of concept to costume
Merchandise development
Character backstory
Hero 2D and 3D animations
Key sporting poses
Name branding
Mascot handbook and guidelines
Mascot Website development
Our solution:
Our approach was to create an integrated brand experience ensuring the mascot lived consistently in both reality and across key marketing and social channels.
We developed hundred's of character designs by exploring various shape, colour and pattern ideas until Borobi slowly started to reveal himself.
Our next step was to test the mascot's instant appeal while fine tuning various attributes. Once the design was finalised, we built a comprehensive handbook to provide clear guidelines for all applications to ensure brand consistency. Once this system was complete, production began of all major assets including costumes, illustrations, animations, merchandise and website design.
Introducing our mascot to the world
Leveraging the power of sharable video to launch Borobi's backstory on the global stage.
Spectator event animations
Borobi played a big role at live events providing key information for fans as the action unfolded.
“Borobi is now been hailed as one of the most loved mascots in Commonwealth Games history and will continue to play a vital role in representing the Yugambeh people...”