'Get Ugly' Campaign Illustrations
Role: Graphic Design, Illustration and Animation
Client: Ugly Fish Eyewear
Ugly Fish Eyewear approached Mello to provide core illustration and design work for their Get Ugly campaign.
The brief called for the creation of a distinctive illustrated hero character, Keith, who would become an iconic face for the brand across print and digital marketing. Mello delivered a series of playful, character-driven illustrations designed to capture the brand’s rough and tumble aussie spirit, helping cement Keith as a memorable figure in Ugly Fish’s visual identity.
'A little bit fisherman, a little but motorcyclist, a little bit tradie, and a lot of confidence in his sunglasses choice'.
Springboarding off some early visual moodboarding, and exploring various colour, form, and linework, we moved through a few iterations of who keith may be before aligning with the clients vision at the final Keith - a smooth red headed aussie who couldn't get enough of rough and tumble outdoors - and needed a robust pair of eyewear to keep up.
Stepping beyond illustration and into animation, we brought Keith and crew to life across a range of iconic Australian backdrops, through dynamic scenes that reflected the brand’s playful tone.
These versatile illustrations were designed for use across digital, print and in-store applications, providing Ugly Fish Eyewear with a bold visual toolkit that celebrated both their Aussie roots and the rugged lifestyle their eyewear is built for.
