TIKTOK REEL ANIMATION
PROUCT
CAMPAIGN
Role
Clients
Scope
Media
Graphic Design Intern
Natvia
Campaign,
Animation
TikTok
TOOLS
CLIENT GOAL
Create fun and
Down-to-earth -
Content to raise awareness
OUTCOMES
30 Sec.
TikTok reel
CLIENT GOAL
Marketing materials are currently aimed at mums and families seeking a healtheir alternative to refined sugar spreads.
CORE ISSUE (WHY?)
Get consumers to want to “break up with sugar”.
AUDIENCE
General audience and consumers
(versatility is key).
OBJECTIVE
Create Idea
for the Reel
Develop Reel
through
Feedback
Engage
Audience
on TikTok
01
TikTok Reel Format
CLIENT BRIEFING
Audience Insight and Solution
Solution
Insights
Create Idea for the Reel
Audience Insights
The Brief
Client briefing Ideas for the
TikTok (animation) reel.
THE REEL
NEEDS TO
BE CREATIVE
Quote of the Project
“Short and
snappy entertainment”
Clue:
Monthly purchase cycles
(audience = mums)
Potential Idea:
GIANT
NATVIA
JAR
Solution
THE
HAZELNUT
SPREAD
Spread ingredients
=
characters
Sugar
Recipe
Animation
Authentic
Illustration
02
Reel Creation
PRODUCTION
Ideation and Tools
Tools
Ideation
Develop Reel Through Feedback
01 Story Direction
FOCUS:
NARRATIVE
Who’s perspective?
Need more emotion
Include empty jar
Fix viewing resolution
Natvia as the ‘hero’
Have Natvia blocking the sugar
02 Story Direction
FOCUS:
CHARACTER DESIGN
Remove vegetable oil
Remove coconut
Remove emulsifier
Keep limbs on the body
03 Story Direction
FOCUS:
STYLEFRAME
4 colours of the brand
Don’t over brand the composition
More lateral thinking
Add more ‘balance’
CHARACTER
ANIMATION
Tools
Refined animated characters
Animating the arms and legs for when you’re introduced to each of the characters.
SET
DESIGN
Tools
+
Brand and competitor
Both jars move side to side with Natvia growing bigger and off-brand Nutella slides quickly to the right.
Natvia Ingredients
Sugar
#EB7730
Chaat Masala
#EC00FF
Brusque Pink
03
Character and Set Design
REFINEMENTS
Final Iterations
Develop Reel Through Feedback
Iteration 1
STORYBOARD
“We can get the story to be better.”
Introduced each ingredient
Included product jar
Strong brand affiliation
Iteration 2
CHARACTERS AND SET
“Remove the coconut, vegetable oil
and emulsifier”
Included NATVIA jar
Right ingredients
Iteration 3
FINAL DESIGN
Adjusted aspect ratio
Refined characters
04
Published on TikTok
OUTCOME
Results of the Project
Engage Audience on TikTok
CLIENT IMPACT
How I created value and impact
1000+ Views
In depth-viewing from target
audience on TikTok.
Objective Complete
26+ Likes
Increased purchase of
the hazelnut spread.
EVIDENCE
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Project 05 of 06
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GRADX
Design Bureau set out to create a cohesive brand experience for the opening night of Swinburne design graduate exhibition.
Project 01 of 06
TOOLBOX TALKS
Animated content for campaign to raise awareness and up-skill heavy vehicle driver performance on the road.