Case Study
Mount IceCream
The concept
I created a short concept video featuring a climber ascending a mountain to plant a flag. Along the way, I included moments of struggle and tension to draw the viewer in and keep them engaged.
In the final reveal, we discover that the mountain is actually made of ice cream.
This twist not only adds an element of surprise, but also ties into the branding. it’s an advertisement for a new ice cream called Mount Icecream, designed especially for active, sporty people. The video plays with contrast: effort and indulgence, challenge and reward.
MoodBoard
Style Guides
Character Design
Story Boarding
Since this is still a concept video, I created a storyboard that represents how the final video will look. I chose a cartoon style to evoke a sense of nostalgia and charm, making the brand feel more playful and memorable. The video features the brand’s mascot, shown progressing from a rough sketch, to a clean line drawing, and finally to a fully colored character
Editing
Once I had all the frames, I brought them into After Effects to bring the storyboard to life. Since there’s no narration, the storytelling relies entirely on sound. I carefully selected music and layered in ambient effects such as snow crunching, waterfalls, birds, wind, and even the climber’s breathing to create atmosphere and make the concept feel alive and immersive.
