Arnold Porras • UX | Design | Branding
“The original luxuries of life, like fire and shoes, were all discovered in a prehistoric age by some guy. No really, his name was Guy. In DreamWorks’ latest animated feature we meet the Croods. This is a family journey of Grug, an overprotective father and Guy, a particularly clever caveboy. With new inventions and a new outlook on life, Earth’s first modern family must overcome uncertainty, danger and doubt to reach a better tomorrow.” (www.struck.com)
The Struck design team was tapped to provide a style guide that looked back on cave illustrations with a limited palette while embracing the adventure of moving from a primitive world to a new one. From rare creatures and rough textures for our boys to bright colors and curious patterns for the girls, the Croods style guide makes a fashion-forward statement out of looking like a Neanderthal.
I created several character illustrations for the DreamWorks The Croods film. The illustrations were based on their original CGI illustrations but made to feel rougher and more energetic. I did this while working at Struck in downtown Salt Lake City.
The illustrations were used on promotional materials for the movie.