CITY OF EUGENE
The City was looking to promote residential composting in a way that was engaging to both children and adults.
The City was looking to promote residential composting in a way that was engaging to both children and adults.
Agency: Cappelli Miles
Role: Creative Director, Videography, Video & Audio Production, Graphic Design
Role: Creative Director, Videography, Video & Audio Production, Graphic Design
Love Food Not Waste Campaign
The Campaign
This campaign included TV, Radio, Spotify, Social Media, Billboards, and Print ads. Some examples of the creative are shown below, followed by the process.
The Process
The Project Launch Meeting
The City of Eugene was looking to promote its residential composting program. During our project launch meeting, the idea of having a mascot for the program was pitched and the City was very supportive of it. The team and City brainstormed what kind of mascot would be most effective for this campaign and a green worm was decided on, thus - Gus was born. We then pitched various spot ideas and landed on a combination of a few.
Character Concepts
I began sketching concept art using Procreate to flesh out how Gus was going to look. The first iteration was approved and we moved on to character modeling.
3D Character Model
I worked with a talented animator and Gus was modeled in his various looks. We worked through a few rounds of edits and then finalized his look.
Audio Production
At the same time, the team worked on developing the script for the 30 second ad. I then ordered the VO and found music that felt cohesive with the spot.
Storyboarding & Filming
From there, I began working on storyboards for the 30 second ad that we were going to create and aligned them with the audio. I also kept in mind the other components of the campaign and how they would align with the spot. Once the storyboards were approved we planned the video shoot. We scouted locations, gathered necessary supplies and created a list of shots we needed. I then filmed the scenes that we would use in the spot.
Post-Production
After that, I then edited the spot together and worked with the animator for Gus' animation. Once the animation was done, I went in and added the on screen graphics as well as magic dust when Gus waves his wand to add some extra detail. As this spot was approved I went ahead and built out the designs for the rest of the campaign including: billboards, social media, and print ads.
