Work / Four characters. One brand universe
Four characters. One brand universe.
A cast of four brand characters built for Ooredoo Qatar — personality design, rigs, and a story system carrying campaigns across films, social, and onboarding.
A recurring cast built for Qatar's largest telecom — distinct personalities, one visual system, and a storytelling engine that could carry campaigns, explainers, and onboarding without starting from scratch every time.
· Notes
Three directions. One cast.
Before settling on the final system, we animated three distinct style directions — each with its own silhouette language, rig behaviour, and camera rhythm. The cast's personality had to hold across all three.
· Overview
The brief
Ooredoo wanted brand recall that didn't rely on another celebrity endorsement or another discount ad. The ask: a recurring cast that could carry consumer, enterprise, and internal stories without the brand sounding like four different companies.
It had to work in thirty-second spots and in a six-minute training film. In Arabic first, English second. On billboards at the Corniche and on a support agent's screen at three in the morning.
4
Characters designed
12+
Films produced
3y
Active in market
2
Languages · AR + EN
· Approach
How we worked
01 — Personalities first
Before a single shape, we wrote bios. Mr. Teckey, the enthusiastic tech-lead. Slash, the fast one. Geekster, the explainer. Ooredions, the everyman. Each with a voice, a quirk, a thing they'd never say.
02 — A shared visual system
Same proportions, same line weight, same eye geometry. Difference carried by silhouette, colour, and one signature prop each. It meant new characters could join the cast without re-drawing the rules.
03 — Rigs and poses
Modular rigs in After Effects with a library of key poses. A junior animator could block a scene in a day, a senior could tune it in an afternoon — which mattered when the campaign calendar was weekly.
04 — A story bible
We wrote a thirty-page guide on what each character would and wouldn't do. Handed off to Ooredoo's internal team so campaigns could continue without us in the room.
· Design system
The colours.
The colour language that runs through the animation — sampled straight from the frames.
Crimson
Primary
#D90615
Soft Gold
Secondary
#FAE374
Cyan
Accent
#6ECBDC
Blue
Ground
#3A4FB9
· From the work
The four characters.
The four Ooredoo brand characters — a small universe.
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