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Wheat Thins – Eat This

Title: Wheat Thins – Eat This Campaign
Client: Escape Pod Agency
Role: Motion Graphics

This is a series of pieces I animated and delivered at Escape Pod Agency for the Wheat Thins – Eat This campaign. Taking assets from the Graphic Designer, I animated ten different billboards for the campaign, the largest being the skyscraper hugging LED board at the American Eagle building in Times Square. The greatest challenge, especially with the American Eagle building, was making sure that the graphics moved across comps correctly and maintained proper alignment. The bigger LED walls are generally divided up into smaller comps. Sometimes you are designing different comps that you then align for reference in After Effects, or they may all fit into a standard 1920×1080 that the LED wall software automatically splits up across the board. Either way, this is an intricate task compared to the smaller square billboards we did for Chicago. I did get lucky enough to see one of them in action in Chicago’s River North neighborhood by the Trader Joe’s one day on my lunch break. After I animated these, Escape Pod was so thrilled with my Wheat animation that they ended up using it for the intro and outro of their broadcast spots as well. This was such a cool project to take part in, and really expanded my knowledge of how to design and animate for an LED wall or billboard.

You can see an example of the ad here:

Here is a post of the LED billboard in Times Square over at Adforum: