Garant, a brand under the company Axfood came to The Amazing Society (TAS), wanting a manifesto video to showcase their brand. I was tasked to animate this during my internship as a motion designer at TAS in Stockholm.
As Garant was very happy with the animations I made, I was later hired as a freelancer to make more videos for them (see below).
The brief
The brief was to create a typography based animation video with the purpose to market their new brand colors and typography on social media, while at the same time conveying their main goal as a company - To deliver great groceries, with high standards, "Guaranteed good" - "Garanterat bra". The concept for the video was developed by the content specialists at TAS, with art direction and project management from a great creative team. My responsibility was to illustrate and animate the video from start to finish, including storyboarding and ideation. As it was produced for social media, it was made in three different formats; 9:16, 16:9 and 4:5, with the original being 4:5.
The process started with getting a brief and making some initial sketches, illustrations, concept ideas, and a storyboard for the video.
The process started with getting a brief and making some initial sketches, illustrations, concept ideas, and a storyboard for the video.
Initial storyboard
I created an initial storyboard in Illustrator (with illustrations of food made in Photoshop), in order to get a general idea of how the full video would come together. Changing up the sizes, animation styles and tempo was important to make it feel more dynamic as a whole.
Process images
We explored including food products, along with a variety of packaging, but decided to go in a more bold direction, using only text.
We explored including food products, along with a variety of packaging, but decided to go in a more bold direction, using only text.
Garanterat bra vardag
Garant wanted to create another video to showcase their brand, as well as a few short inspirational videos for social media. The brief for this was very similar to the first video in terms of style; a typography based animation video. They also wanted to convey their slogan "A Guaranteed good everyday" - "En Garanterat bra vardag". The concept for the video was developed by the content specialists at TAS, with art direction and project management from a great creative team. My responsibility was to illustrate and animate the video. This was done as a collaboration together with my former mentor Carin Stegen, motion designer and team lead at The Amazing Society (TAS).
As it was produced for social media, it was made in three different formats; 9:16, 16:9 and 4:5, with the original being 4:5. This video had a rather short process, since I had already created a video in a similar style that I could draw inspiration from.
The video to the right was created as part of a series showcasing their different recipe ideas.