I led the design for the 2013 Weight Watchers campaign, for Streetlife Films director Diana Leach and Agency BMF.
The concept was based on constructing paper environments around real people (not actors) as they talked about the Weight Watchers Online App. App functions had to be illustrated simply and remain 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, 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 1x30 and 2x15s in around 7 days - with many, many revisions in between!