Instacart Fresh
2022
Instacart wanted us to help them tell stories that encouraged people to have the proper swag for a given occasion. Beer needs ice. Flowers go with chocolates. On top of a series of fun spots we spun up an easy-to-use, modular toolkit to help them create more scrumptious stories throughout the year.
Friendly, warm, and fresh
Borrowing from the tactile and friendly nature of our work for Mailchimp, the Instacart products were designed with stylized, simple shapes and boosted with details of realism in 3D.
We played with proportions too — enhancing curves, shapes, colors, and crevices. This helped create the perception that the products were miniatures and gave them the feel of handmade, real-world ephemera that wouldn’t look out of place on a set.
Modular for our mates
The next item in the cart was a modular After Effects toolkit that the client could easily handle themselves. To start, we knew the storytelling had to be modular, so we used a mixture of type cards and text messages to help build the structure. This would allow Instacart to simply retype a new narrative in the future.
Next, generic 3D assets were imported into After Effects, then time remapped and animated in 2D. This meant the client could create their own delicious 3D products in the future, drop them into the toolkit and voila, everything is animated.
Keep the cart running
This was a unique opportunity to combine storytelling with a modular toolkit. From scriptwriting to delivery, we developed this project with Instacart’s full confidence and collaboration. We loved working on this one and we look forward to seeing how the stories evolve and what Instacart rings up in the new year with our toolkit. `
BUCK
Executive Creative Director
Gareth O'Brien
Executive Producer
Erica Ford
Senior Art Director
Sam Scopellitti
Producer
Holly Dyroff
Jordan Howes
Copywriting
Victoria O'Brien
Storyboarding
James Boorman
Lara Lee
Melissa Ya
Design
Fabian Morison
Glen Miralles
James Boorman
Kane Rowlingson
Lara Lee
Liz Smith
Malisa Perona
Max Wanniaratchy
Melissa Ya
Sam Scopellitti
Sam Van Ingen
2D Animation
Brian Neong San
Bryce Pemberton
Derek Lau
Fabian Morison
James Boorman
Max Wanniaratchy
Sam Van Ingen
CG Supervisor
Corin Sadlier
Elijah Akouri
Modeling
Albert Lee
Bryce Pemberton
Jessica Herrera
Rifat Muharram
Tim Krakowiak
Look Development
Albert Lee
Bryce Pemberton
Chuong Vu
Elijah Akouri
Jessica Herrera
Tim Krakowiak
Rigging
Bryce Pemberton
3D Animation
Bryce Pemberton
Lawrence Wong
Rifat Muharram
Lighting
Chuong Vu
Corin Sadlier
Compositing
Chuong Vu
Corin Sadlier
Edit Master
Derek Lau
