With the launch of the 500L model, Fiat have set foot in the family car market. The 500L CHILDREN'S BOOK proposal was put forward to help the client promote and showcase the new car model to their target audience in a creative and emotive way, setting Fiat 500L apart from its competitors.
Parents would create, customise and order the book through a microsite, able to pick it up at their local dealership after taking the 500L for a test drive.
The storyline, fully customisable, evolves around Brian the Bear, an existing 500L character, alongside a child - the main character of the story. Created and edited digitally, the book would allow for the main character to be customised to resemble the real child the book is intended for, including name, gender, skin colour and hair style. Brian the Bear and the child would then appear in a number of scenes, preselected by the parent for the storybook.
The concept was approved and is currently in development.
Role: concept development, storyline, initial character visualisation and illustration, microsite wireframing, UI and UX.
Final scene sketches visualised by Malcolm English.