Early in 2023 we were given the opportunity to work on an ad campaign for On Running featuring accomplished Norwegian triathletes Kristian Blummenfelt and Gustav Iden. The two have achieved a number of accolades during their time as Triathletes, inspiring fans and fellow athletes worldwide with their performances. Our aim was to take inspiration from their Norwegian heritage and transform them into Norse warriors! This campaign was to liken the tough obstacles and feats of physical stamina in a triathlon to the mythological world of Gods, beasts and Giants from Viking folklore.

With the multitude of creatures and gods that feature in the film (including the sea goddess Rán, cloud giants and the god and goddess of the sun and moon Mani and Sol), we wanted a technical way to make them distinct from our two main 2D animated characters, having them move slightly differently. We achieved this through 3D motion capture technology; all the gods are 3D models that use actors as a basis for movement. We combined these characters with 2D assets such as flowing hair and material so they integrate more with the 2D world around them. This combination of techniques gives them an ethereal effect, where they seem less grounded in the ‘reality’ of the 2D world.

Designing the two characters of Gustav and Kristian involved a western graphic-novel inspired design with a prominent use of ink and high contrast between colours. When designing their Viking-inspired costumes that they are seen in at the start and end of the film. We were not aiming for historical accuracy, but something more akin to Marvels’ Thor, or high fantasy, although we also looked into real-life examples of Viking armour for inspiration!