Kraft

A fresh guriella marketing campaign that brings a new look to Kraft for older Gen-Z!

CHALLENGE

To create a video for Kraft Mac and Cheese that will reach out to older Gen-Z audiences in under 1 minute!

FEEL

To be fun and playful, but also informative and bring some nostalgia as well!

Research

This project was a collaborative effort with my fellow motion designers Sophia Tea and Jahiem Torres, and when we began research, we focused on what marketing campaigns would work best, while being creative. We also considered what connects with our generation, looking into ad campaigns that were most effective on us.

We came up with a multitude of ideas, from social media hashtags to guriella marketing campaigns in cities like New York. We ended up merging 4 of the ideas into 1 big idea, 2 of them being mine.

color palette

The black, white, and red colors all help with the feel for the Cat in the Hat, as it is his main color palette. The teal helps tie into the book’s use of blue tones. What we normally see as blue is usually more of a teal, and it is normally seen as either the sky or a color fill. For the animation, it is to show the sky.

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PROCESS

My role for this project was mainly script writing, audio recording, and animating certain parts of the video. The script was the most important part, as with it, it would shape the entire animation. The script went through multiple rewrites,

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