Studio 2: Week 3 (Pre-Production)

This week is entirely dedicated to concept art and story boarding for the presentation. My contribution so far is a cookie design and a rough story board a wsell as some concept art for the chef. We ended up going with the chef mascot idea where a struggling chef accidentally creates a tasty unique treat. The commercial open up with a long pan of the chef’s awards and then rotates to him looking defeated.

Additional art work I’ve done this week is the certificates for his wall and cookie and packaging art. The packaging is going into the direction of involving the chef’s design in a practical way such as turning his hat into a handle or his mouth into a flap for the cookies to fall out from.

We are aiming to create an easily recognizable chef and below are some face variations.


For the faces I looked up reference of how weight sits on a human face. For example, the first face is an exaggerated almost caricature of the actor Philip Seymour Hoffman.  I feel like observing real figures and pushing facial features can create some really interesting results.


It’s been fun designing all these different aspects of the commercial and I hope we are able to polish this idea for the group studio presentation.  


Philip Seymour Hoffman [Digital image]. (n.d.). Retrieved June 17, 2018, from

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