My Role

• Creative Direction — Led the overall visual vision, narrative structure, and motion language across all five campaign stories and the full asset library.

• Retailer Partnership System — Designed a flexible co-branding framework allowing each retail partner to inject their logo, colors, and identity into the campaign.

• 3D Motion System — Oversaw the build of a scalable 3D object library — 50+ swappable items across food, beauty, household, alcohol, electronics, and more.

• Production Efficiency — Architected the template pipeline that allowed multiple OTT/OLV spots to go in-market simultaneously without redundant production costs.

The Challenge

Scale Without Waste, Retailer Customization without full rebuilds, and growing the 3D Library cost-effectively.

The Solution

A modular motion system where every element was designed to be swapped — grocery items, bag branding, phone screen content, background color, and endcard retailer lockup. Five human-centered narratives provided emotional range while the underlying 3D system ensured consistency and speed.

Chapter 01 — Five Stories. One System.

Date Night	Everyday Shop	Mom To The Rescue	Beer Run	Saturday Brunch

Chapter 02 — The System

Grocery Bag + Cart — Fully customizable for any retailer’s logo and brand color.	Endcard — Instacart wordmark + retailer logo zone.
Carting Animation — 3D loop: products drop into the branded bag.	Background Color System Swappable hex values per retailer. Dark: #104832 — Light: #FBF1E4 Phone Screen System Three configurable states: Intro • Mid • Ending

Chapter 03 — The 3D Library

50+ 3D Objects. 6 Categories. 5 Narratives.

Food

Alcohol

Beauty + Household

Electronics