Background
We partnered with DeadHappy to revolutionise their brand identity by creating ‘Skull Man,’ a distinctive mascot designed to engage a younger demographic and challenge traditional perceptions of life insurance. Our work encompassed character design, photoshoots, video production, and the development of an augmented reality (AR) experience to bring Skull Man to life across various platforms.
The Brief
DeadHappy, a forward-thinking life insurance company, sought to make life insurance relevant and appealing to customers in their twenties and thirties.
Recognising the need to break down societal taboos surrounding death, they aimed to infuse their brand with humour and boldness. DeadHappy approached us to develop a unique brand mascot that would personify their unconventional approach and resonate with a younger audience.
Brand Development
The man in the mask
Our objective was to design a mascot that encapsulated DeadHappy’s fearless brand ethos. Drawing inspiration from LA artist Butch Locsin and cultural figures like Frank Sidebottom, we conceptualised ‘Skull Man’ as a larger-than-life character embodying a devil-may-care, death-acceptance attitude.
Once the concept was decided, we then had to bring Skull Man to life.
- An oversized skull mask was created by a skilled fiberglass sculptor, which served as the focal point of the character.
- To create a striking visual contrast, Skull Man was dressed in a pristine white suit complemented by accessories.
- Strategic pops of colour were incorporated to complement DeadHappy’s brand palette.
- A variety of props were featured to convey different brand messages and add depth to the character’s persona.
Photography
Bringing Skull Man to life
To fully realise Skull Man’s potential, we organised a week-long photoshoot at a spacious local studio. This setting allowed for creative flexibility and the inclusion of diverse props to enhance the character’s narrative. Each photoshoot setup was designed to represent one of DeadHappy’s six key brand messages: Easy, Quick, Helpful, Confident, Logical, and Joyful.
In addition to the photoshoots, we produced a short video featuring Skull Man navigating the streets of Leicester. This real-world interaction showcased the character’s uniqueness and reinforced DeadHappy’s brand identity.
Skull Man became a crucial part of the DeadHappy brand. He was used across social media in ad campaigns on Facebook and Instagram, and features on the brand’s website.
AR
Augmented reality experience
To further engage DeadHappy’s tech-savvy audience, we developed an augmented reality (AR) filter using Spark AR.
This interactive feature allows users to superimpose Skull Man’s mask onto their own faces via Instagram and Facebook. The AR filter includes customisable elements, such as mouth movement, eye socket variations, and a 360 degree view of the skull from all angels.
The AR experience not only enhanced user interaction but also amplified DeadHappy’s social media presence, fostering a community around the brand.
The Result
Impact and reception
Skull Man has become an integral component of DeadHappy’s branding strategy. The character features prominently across social media platforms, including Facebook and Instagram, and features on the company’s website.
