Tiffany Lam - Art Direction
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Crunchyroll - Stay Crunchy

To those who live anime

STAY CRUNCHY

Client | Crunchyroll
Copywriter | Ernesto Campabadal

Those who love anime know that it’s so much more than pressing play on your favorite show. It’s a part of your life. No one knows this more than Crunchyroll, the world’s largest anime library with over 45 million registered users. For Crunchyroll’s latest brand campaign, we set out create a love letter to their extraordinary community: the fans who see the world with anime in their hearts.

 
 
“Stay Crunchy” is a return to the past, when anime fandom was less about buying glossy Blu-rays and more about sharing VHS tapes with your friends, less about pricey merchandise and more about homemade ‘zines.
— FORBES

Authentic to the core. We stayed true to the genre in every way, collaborating with a team of Japanese artists such as Rapparu, Mai Yoneyama, Kou Yoshinari, and China - the artists behind next-gen and legendary IP such as “Sword Art Online,” “Re:Zero” and “Yuru Yuri”. Yutaka Yamada, the prolific composer behind “Tokyo Ghoul,” scored our hero film.

Twitter/Facebook post - Artist CHINA’s process from sketch to finished animation

Twitter/Facebook post - Artist CHINA’s process from sketch to finished animation

 

To showcase these prolific anime artists, we release a series of behind the scenes posts on Crunchyroll’s various social channels.

 
Instagram post - Artist Mai Yoneyama’s hand drawn process.

Instagram post - Artist Mai Yoneyama’s hand drawn process.

Instagram post - Artist Kou Yoshinari’s sketches of Crunchyroll mascot, Hime

Instagram post - Artist Kou Yoshinari’s sketches of Crunchyroll mascot, Hime