The visual anchor of the campaign. A fully customizable 3D surface supporting single-color and multi-color retailer logos, with a satisfying carting animation as the connective tissue of every spot.

A clean, confident close featuring the Instacart wordmark alongside a dedicated retailer logo zone at standardized size and position.

Two configurable modes: kale(#104832) and cashew (#FBF1E4). Any partner color swappable.

A custom 3D phone with three configurable states: Intro (swappable avatars + message text), Mid (retailer screen design + editable bullet points), and Ending (customizable closing text + emoji reactions).

• At least up to 3 items for 15 second spots

• At least up to 6 items for 30 second spots

At the heart of the system was an expansive library of original 3D objects — designed, modeled, and rendered to work interchangeably across every narrative and every partner. 50+ assets across six major categories.

The campaign was powered by a Spackle API integration — a Google Sheet-based feed management system where a single row maps to a single asset at a single size. Anyone on the team could control which items, retailer targets, and configurations went into production, with no engineering required.

• Google Sheet → Asset Pipeline — Data strings connect directly to design elements: item names, retailer targets, sizes, and configurations.

• 1 Row = 1x Asset @ 1x Size — A clean, scalable output model that made bulk production practical.

5 Consumer Narratives — Distinct stories covering the full range of Instacart use cases, from Date Night to Saturday Brunch.

• 7 Item Categories — Food, Alcohol, Household, Electronics, Beauty, Pet Supplies, and Sports Gear.

• 50+ 3D Objects Built — Original assets produced at Buck and added to Instacart's growing visual library.

• Unlimited Retailer Variations — Any partner, any narrative, any item combination.