Snapchat

Independence Day, country by country

For Snapchat’s celebrations in Latin America, including Independence Day, I led creative direction, illustration and cel animation. The Mass Snaps needed to read within five seconds on a phone. I drew on each country’s places, dress, lettering and visual culture to make the loops recognisable, with stickers and filters that people could use on their own photos during the festivities.

Client: Snap Inc.

Role: Creative direction, illustration and cel animation2019–2020

Deliverables

Mass Snaps · filter · stickers

Mexico Independence Day Mass Snap

Concept

Each country through its own dress, colours and people.

Motion

Snapchat · Mexico Snapchat · Central America

Snapchat · Argentina Snapchat · Colombia Snapchat · Peru Snapchat · Paraguay

Mexico and Central America

Illustrated rider holding a blue and white flag on a decorated horse

Two pencil storyboard panels of dancing figures in hats, with handwritten red notes indicating movement

Stickers in place

Viva Guatemala lettering over a photograph of a market stall filled with colourful produce

Four Mexican celebration stickers placed over a photograph of a building and tree-covered hills

Viva México lettering above a photograph of an ornate white building with a domed roof

Green and red Feliz Día de la Independencia lettering with orange flowers

Green and red Felices Fiestas Patrias lettering with two upright orange flowers

Green and red Orgullosamente de México lettering with a flowering branch

Amo a México lettering in green, white and red, with a yellow sombrero over the final letters

Blue Viva Guatemala lettering framed by pink flowers and green leaves

Red and blue Viva Costa Rica lettering with small flowers and leaves

Blue Viva El Salvador lettering with flowers, leafy branches and a Salvadoran flag

Blue and white Viva Nicaragua lettering beside a heart filled with the colours of the Nicaraguan flag

Blue Viva Honduras lettering between two Honduran flags, with small decorative flourishes

Orange and blue Felices Fiestas Patrias lettering surrounded by flowers and leaves

Feliz Día de la Independencia lettering in burgundy and blue, surrounded by delicate leaves and flourishes

Small colourful horse character against a pale purple background

Black outlined Snapchat ghost mark inside a yellow circle

South America

The same loop structure, redrawn for each country.

Argentina

Line study of a Snapchat Independence Day illustration and decorative lettering

Finished Independence Day illustration with characters and orange lettering

Viva la Patria lettering inside an ornate green and orange frame

Illustrated orange and green corner building with decorative trim

Two stylised dancers in orange and black clothing

Decorated mate cup with a metal straw and small feet

Map of Argentina filled with blue and white flag colours

Blue and white balloons with the Argentine sun emblem

Pale dancing character wearing a black hat and blue neck scarf

Two illustrated penguins standing together on blue ice

Colombia

Pencil study of Independence Day lettering and dancing characters

Finished colourful vertical Independence Day scene with dancers and flags

Blue dancing character wearing layered orange and yellow clothing

Swirl of red, blue and yellow ribbons and stars

Small brightly painted Colombian bus with a roof rack

Viva Colombia lettering surrounded by blue and green foliage

Red macaw flying with blue and yellow spread wings

Blue, red and yellow balloons tied together

Colombian flags with yellow, blue and red horizontal bands

Heart filled with the yellow, blue and red Colombian flag

Peru

Line study of a Peruvian Independence Day scene and lettering

Finished Independence Day scene with a decorated llama and mountains

Illustrated bowl of ceviche with lime, onion and corn

Green mountain illustration with terraced slopes and pale clouds

Red and white Peruvian flag with its central emblem

Red Viva la Patria lettering with small green leaves

Wooden panpipes with a red patterned band

Dancing figure in a black skirt, red jacket and hat

White llama wearing colourful decorative textiles

Map of Peru filled with red and white flag colours

Paraguay

Pencil study of Paraguay Independence Day figures and lettering

Finished Paraguay Independence Day scene with musicians and flags

Red and blue Feliz Día de la Independencia Paraguay lettering

Felicidades Paraguay lettering with red and blue accents

Dancing orange empanada character holding a small flag

Red patterned hat with a blue brim

Heart filled with the Paraguayan flag and central emblem

Red, blue and white balloons with thin trailing strings

Three illustrated red, white and blue balloons

Decorative bursts of red and blue fireworks

Waving red, white and blue Paraguayan flag

Two commissions

South America: Mass Snaps and stickers for Argentina, Colombia, Paraguay and Peru.
Mexico and Central America: a loop, a filter and stickers.

Credits

Creative direction, illustration and cel animation: Catalina Vásquez
Cut-out animation and compositing: David Castaño
Colour assistant: Pablo Sánchez

Next case Fiesta del Libro y la CulturaTom Sóyer, a free book across the city, and an identity for Brazil, the festival’s first guest country