Puff the Whale and supporting concept art was commissioned as pitch art to major studio's including Disney, Miramax and Pixar. The premise was built upon a script written and created by Eric Sonnabend. Main character Barefoot was pre-illustrated and puff needed to be created along with substantial building of tangible aesthetic to carry additional artwork from other illustrators, artists and storyboarding.
Aesthetic aim was loose, expressive with whimsical nuance. The goal was to create almost a paper-like appearance with visible grain. Whimsy was the name of the game for the target audience.