Case Study - McGraw Hill

The brief. McGraw Hill's medical division builds textbooks and digital tools for medical education. For a new offer, the creative director wanted a 3D mascot at the centre of the story — a character to give a dense product a face. The ask sat outside the team's default toolkit: the easy route was a 2D workaround that dodged the real request.

The work. I took the harder, correct path and owned it end to end. Working from the creative director's vision, I built the 3D mascot, then integrated it into stock footage — a live-action-meets-CG treatment the team hadn't attempted before. Around that character I designed and animated a video for the wider offer, with the mascot as the through-line that carried the audience from feature to feature and made an abstract product tangible.

The result. The direction divided the room at first. But the character earned its place: the mascot I created became part of the brand's identity and still appears in their campaigns today — reinterpreted into new styles, most recently a retro pixel-art look. The 3D execution was the starting point; the character outlived it.