KEURIG/DR PEPPER
Role
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Creative Lead: Animation, Senior Art Director
Period
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2021-2022
Platform
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HTML5 Banner Animation, Social
Lift
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Social Monetization
Keurig Dr Pepper Inc., formerly Green Mountain Coffee Roasters and Keurig Green Mountain, is a publicly traded American beverage and coffeemaker conglomerate. Keurig Dr Pepper is a leading beverage company in to bring hot and cold beverages together at scale. KDP is committed to sourcing, producing and distributing beverages responsibly through their Drink Well. Do Good. corporate responsibility platform including efforts around circular packaging, efficient natural resource use and supply chain sustainability.
The Rundown
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Tasked with designing a brand look-and-feel for animation across HTML5 banners that could be cross-polinated to video assets as the brand was refreshing around environmental conscientiousness. I developed a softer brand interaction and feel by calling back to the Times Square Chock Full O’Nuts 70’s billboard that had steam rising from an environmental graphic billboard, which was successful in stimulating the desire for the comfort of warm coffee.
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Importing video of steam with an alpha channel, I created a frame-by-frame flipbook steam animation to coincide with the overall gentle tween of assets for the brand, engaging those moments of pause, focus and mental reset on the brand through a gentle set of tweens. A winning visual campaign was created from 1:1 to 9:16 with scaling to 16:9 application.
The Charge
- Successfully managed shifting priorities, tight deadlines and last-minute requests
- Promoted a culture of creative quality and accountability and ensured creative deliverables meet both our clients’ expectations and our own standards of excellence
- Extended client relationships and explored new ways to deliver value
- Ideated, wrote and executed original and iconic creative concepts in response to client briefs, objectives or goals
- Brainstormed and developed campaigns while working with clients on multiple projects at once
