Weight Watchers 2013 Campaign

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TVC: Motion Graphics, Design, Art Direction, Animation

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Diana Leach of Streetlife Films and Agency BMF asked me to lead the design for the 2013 Weight Watchers campaign, with the concept of constructing paper environments around our heroes – real people, not actors – as they talked about the Weight Watchers Online App. App functions had to be illustrated simply and in a manner sympathetic to the cut-out cardboard world.
Time was of the essence, so my approach had to be easily achievable but still retain a high level of production value, for a campaign airing throughout the next 12 months!

I took plates shot entirely on green-screen on the C300 and keyed these in Flame. At the same time, in After Effects I created a variety of pop-up style paper worlds to illustrate the ease and accessibility of Weight Watchers Online. A park, bathroom, cafe, supermarket and kitchen were all animated in AE, with the welcome assistance of designer Chris Gaughran.

We produced AU and NZ versions of 1×30 and 2x15s in around 7 days – with many, many revisions in between!

Credits:

Director:
Diana Leach
Agency:
BMF
Art Director:
Rita Kanaan
Production Company:
Streetlife Films
Colourist:
Scott Maclean
Lead Design:
Scott Geersen
Design:
Chris Gaughran
Post Producer:
Sharon Pearson, Amanda Smith

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