Find your magical hat - Hats ON Ad & Tech Agency

FIND YOUR MAGICAL HAT
THIS HOLIDAY

FIND YOUR MAGICAL HAT WITH INSTA FILTERS

The Original Animated Series

Campaign Concept / Original Character Design / Animation / AR Filters / Landing Page

Turning Christmas Into a Story One Episode at a Time

In late 2024, our team began brainstorming the Christmas campaign for Hats On, aiming to create something truly different, a campaign the audience would not only enjoy but actively engage with.
The project required significant effort, but the outstanding results made it all worthwhile.

The star of the campaign was ”Mr. Grumpy”, an animated character. While initially inspired by Dr. Seuss’s The Grinch, Mr. Grumpy was an original concept developed from scratch by our creative team. We crafted a unique Christmas story and produced it as a four-episode animated series to build interest and extend the campaign’s duration. Every element, from the custom- designed character model and rigging to the detailed sets, was created entirely in-house.

the idea

Instead of pushing traditional holiday promotions, we developed a four-part animated Christmas mini-series designed to entertain and drive viewers back week after week. Think of it as a festive mini-Netflix special for Hats On’s fans. Free, fun, and filled with heart.

Full In-House Production:
Our team handled every stage of production:

– Storyboarding & Scriptwriting
– 2D/3D Character Design and Rigging
– Scene Design & Animation
– Voice direction and sound design.

The end result was a polished, high-quality animated series with professional storytelling and visual appeal.

Our Creative Process:

Original Character Development: 
Mr. Grumpy, a grumpy but oddly lovable character, was conceptualized as a nod to classic figures like Dr. Seuss’s The Grinch but completely original in personality and design. We developed everything from his backstory and emotional arc to facial expressions and movement style.

Multi-Platform Activation:
To amplify reach and engagement, we extended the campaign far beyond the videos:

– Interactive Instagram AR Filters: Letting users “wear” quirky virtual Christmas hats – an instant hit with younger audiences.
– Dedicated Landing Page: A festive microsite designed to host all four episodes, campaign content, and social sharing elements.
– Physical Storefront Takeover: A custom-designed storefront installation featuring a life-sized Mr. Grumpy tipping his hat to passersby driving foot traffic and real-world buzz.

the results

The campaign was a massive success across all key metrics:

Episode Views: Surpassed expectations within days of launch. 

Viewer Retention: Over 80% of viewers watched each episode from start to finish an outstanding number for social-first video. 
AR Engagement: Hundreds of filter uses in the first week alone, with strong UGC (user-generated content) from customers.