Pretty Green x The Beatles
Modernising a Psychedelic Classic
1. The Creative Challenge
To celebrate the 50th anniversary of Yellow Submarine, the menswear brand Pretty Green required a campaign video that paid homage to the 1968 film’s iconic aesthetic while feeling fresh for a modern audience. The challenge was twofold: constructing a vibrant, psychedelic world that felt "Beatles-esque" without being a direct copy, and seamlessly integrating specific product shots from the new clothing collection into a highly populated, surreal environment.
C/O - ladela.studio
2. The Solution
Direction & World Building: Collaborating closely with designer Kieran Rid (ladela.studio), who designed the project's visual assets, I took the role of Animation Director to construct an immersive, "modern-psychedelic" journey. I mapped out and structured multiple distinct worlds that allowed the vibrant colours of the clothing collection to pop against the surreal backgrounds.
Character-Product Integration: Handling the lead animation, I focused on "believable surrealism." I ensured the characters moved with natural weight and personality, even within abstract settings. This helped ground the psychedelic journey and kept the visual focus entirely on the clothing, making it the hero of each scene.
Preserving Heritage: By balancing high-energy motion with the classic "Pepperland" aesthetic, I maintained the soul of the original film while delivering a high-definition commercial asset tailored for a contemporary fashion launch.
3. The Outcome
The project yielded a high-energy animated fashion campaign that successfully bridged the gap between 1960s cult culture and modern retail. Serving as the centerpiece for the 50th-anniversary launch, the final film proved how heritage IP can be successfully reimagined through purposeful, craft-led motion design.
Animation Direction, Motion & Compositing:
Scott Lockhart
Illustration and Design:
Kieran Rid
Direction and Soundtrack:
Toto Vivan
Toto Vivan
