Crodell was a concept created almost by accident when myself (Design, Animation Direction, Illustration, Co-Art Direction) and Dan Hearshaw (Digital Marketing, Commerce, Co-Art Direction) joked about the idea of creating our own influencer, at a time when influencer culture was sweeping Social Media. Except our influencer would be different; he’d be a crocodile, with a penchant for high fashion. Croc O’Dell was born.

In its infancy the project involved drawing over the top of already existing photographs taken from the endless pool of real-life influencers. Croc O’Dell gained some popularity and received significant exposure from Lacoste after winning their logo design competition.

At this point we decided to evolve the project so (in typical influencer fashion) Croc O’Dell started his own brand; Crodell, where we began advertising, modelling and selling our own clothes.