A company called The Baking Supply Co. decided to re-invent the use of herbs for our treats. To get us excited about nutritious foods again, they are doing through what they called kits.
To launch the Instagram account for Chinese badminton legend Lin Dan, creative agency monopo London in collaboration with illustration studio AmCo Studio crafted a graphic novel for the digital age. Scrollable, swipeable, shareable. A nine-episode Origin Story retelling Lin Dan’s rise from birth to superhero status.
A finely illustrated graphic novel in 9 episodes
monopo and AmCo Studio crafted 9 episodes of the graphic novel. The 9 chapters show Lin Dan growing up as a child, going through his teenage years and displaying early signs of genius throughout - but equally the tribulations that shaped him. A new chapter was released every day, building up to the final chapter in which Lin Dan is given his title of Super Dan.
A bespoke cover illustration was crafted for every episode, creating a real sense of collectability across the volumes.
Every episode is a 10-frame carousel that reads as a traditional graphic novel.
The graphic novel format was reshaped into a continuous and swipeable Instagram carousel. To add dynamism, the visuals don’t follow a traditional grid and instead bleed across different frames. Small text call-outs, close-ups and action shots help vary the rhythm.
Art direction: epic, gritty and noir.
The graphic novel feels epic and gritty, taking inspiration from both traditional manga and gritty “noir” graphic novels. A notable inspiration was the Japanese cyberpunk manga series AKIRA, written and illustrated by Katsuhiro Otomo.