Lunch Campaign
Motion Guidelines for our Lunch Campaign across multiple Channels.
The Concept
For our Lunch Campaign I wanted to try something different. I wanted the text to feel rigid, but the motion to be smooth and fluid. I also wanted to create a sense of urgency and excitement which I thought would be best achieved by using simulations using Newton 4 for After Effects. The result was a scroll stopping animation that delivered the message in a unique way.
Process & Tools
After Effects and Newton 4 were the primary tools here. Since I had to work with actual physics, the main concern was to make sure our motion guidelines are still respected. By precomposing the simulation and using the time attribute inside of After Effects, I was able to control the speed of each element and therefore could precisely control the motion of each element. This way we had the realistic movement, but a custom easing. Since we had to deliver this Campaign globally, I used my own Automation tool called "JET Snowball" to create easy to use templates to bring down the localisation time by over 80% which allowed us more time in developing a great hero visual.