Once properly fed, we started expanding upon the characters from the print campaign, establishing both the form and the smaller details of their personalities. This usually takes an obscene amount of sketches to get right. Each rig is customized, allowing characters to do things like yoga while reading a book and basting a turkey. “Busy Mom” centers on that mom hustle–multitasking like it were the Electric Daisy Carnival in Vegas on the 4th of July. “Office” builds around the typical office worker, who’s tethered to phone calls or meetings and in desperate need of a power up.