Arby's
from pencil to motion.
About
A closer look into the creative process and execution of a selected project.1. Discuss
2. Animate
3. To Market
1. Case study
The agency of record at the time for Arby’s had hired me to produce some advertising collateral for an upcoming campaign. When it was discovered I was the only one onsite with
motion-graphic capabilities, the scope of the project expanded. Arby’s would now begin testing in-restaurant, dynamic menu advertising. A first of its kind in franchise history.
2. Result
Top to bottom this was a fantastic campaign to develop and some great people to work with. Of the 8 concepts I developed, 6 went out for in-market testing. Taking what were to be
static concepts only and on a tight deadline with no budget, discovering ways in which to bring them to life was a treat to watch develop and unfold. The presentation to the client
was a huge success.
3. Experience
I had to personally deploy a lot of personal tricks on the fly, with budget and time constraints at a minimum. From creating “flowing, lush meadows” to active food pours and realistic,
“moving” drink condensation, this challenge was a blast. I personally enjoy working within constraints and on limited budget, to me that is when real creativity and imagination has a true
chance to shine and ideas themselves can take center stage and bring new perspectives to life.
Project Details
Engaging with the client during the initial discussion of this first step for their
brand made it clear that they wanted to utilize the technology we had to propel their in-restaurant foot traffic without breaking the bank.
The people over at Arby’s are a great team to work with. It was a pleasure being able to offer my unique skillset to the team and really
help showcase the potential of where the brand could go next. The challenges faced early on proved beneficial as each solution discovered along the way only strengthened the end result.
