Livlite

Bring a brand to life using custom photography that looks even better in stop motion.

Role

Art DIrector
Visual Designer
Animator

Agency
OK Dave

Client
Livlite

Date
April 2022

Livlite is a package-free food delivery company with a strong mission to reduce waste while increasing convenience. I art directed custom photography that features Livlite products and even assisted in the food styling on location. I incorporated those photos in two animated ads and a set of static display ads.

The Livlite team hadn’t really worked with designers before this project so I made sure to flesh out the storyboarding process to help them understand what the final product would be. The initial concept sketches were rough and only meant to convey the idea and general animations. Once those were approved and the designs were made, we sent over transition options.

The cluster photography animation was created using Photoshop timeline to allow for more immediate photo editing power whereas the jar-based animation was done in After Effects.

Custom Photography

I worked with the photographer on site to style the food and plan the time-lapse to be easy to work with. It was great to be able to approve lighting and roughs instantly while also ensuring that there was enough leeway to work with in Photoshop.

Storyboard Example

  • The first frame will be the logo with some ornaments

  • An energetic circle transition radiates outwards.

  • The circle reveals the food photography.

  • The text bounces in.

  • Brand colours sweep past the frame.

  • The jar photography moves slowly to the left.

  • The brand blue slides in.

  • An illustration of the van rolls in, dropping off jars.

  • Car drives off frame leaving products behind.

  • A fern illustration sweeps away the content.

  • The end frame is the logo with leaves bouncing in to frame the content.

Results

The ads went over well and the client was very excited about the end product. Unfortunately, due to the rising price of groceries and the added pressure of COVID, Livlite closed down. They’re hopeful to reopen and we hope they do, too.

Learning Outcomes

There were two main challenges while working on this project. One was some miscommunication with the creative director where the responsibilities and expectations weren’t conveyed. The director took control of all the client communications and then, a two days before the shoot, told me I needed to be there to organize a timelapse. I was surprised but showed up and got it done. If I started this project over I would ask to be more involved in the communications if I was expected to run the show. The other issue was that the client added a new marketing coordinator to their staff over halfway through the project. After we did a bunch of custom photography from approved storyboards the new person started requesting adjustments. Most of the adjustments couldn’t be made post-shoot so we focused on what could be done to satiate them. This was mostly transitions so we provided many new options for those. It took a while but we managed to find a solution that worked.