Pack’d

Challenge

Arch Creative were invited to produce a paid social media campaign to advertise Pack’d’s new range of products.

Solution

The team at Arch Creative used audience driven insight to enable a targeted social media strategy. The campaign was developed closely alongside strategists and creatives to develop stand out advertising that speaks directly to the brand’s chosen audience.

We wanted to draw focus to nutrition and convenience, the two main factors that were of interest to our customers. Our audience are time poor and often consume media on their social feeds quickly and at a glance. So it was important the creative stood out and delivered the benefits quickly and succinctly. The messaging was deliberately kept simple aimed to pop out on the social feeds where dwell time is low.

Photography shoot

As part of the campaign we produced and directed a professional photoshoot at a private residence based in London. On site I was responsible for the art direction of the individual scenes and worked closely with a food art director to dress each plate to make it look appealing and delicious for our customers.. I worked alongside our DOP on set to compose each shot and capture a wide range of very high quality images.

The end result led to the development of a collection of retouched assets that we could use to form the basis of our designs. These images formed a series of carousels on Instagram, lifestyle led photography and even video.

Above is a video of the set on the day of the photoshoot and includes a behind the scenes view into the production.

Social content

A selection of animated video content was produced in line with the initial strategy to accompany the lifestyle driven photography shown above. The purpose of this content was to create a strong sense of brand awareness, and to further establish the brand as a market leader within their category.

The paid social media campaign was setup to include A/B testing of the content. This was to establish which content was succeeding in communicating best with our wide range of audiences. As part of this approach we also developed a series of eye catching 3D visuals to stand out on social media and accompany our campaign.

During this project I was responsible for 2D and 3D motion graphics. The animation involved using dynamics on 3D models including strawberries and blueberries. The models were textured in Redshift and controlled using effectors to stir and rotate them into the glass. This motion gave the feeling of the smoothie being stirred. To keep consistent with the photographed assets I manipulated imagery to give the feel of fluid contained within the glass. This was produced at the end of the video using After Effects and creative techniques.

Software used included Cinema 4D, Redshift, After Effects and Audition.