Instacart wanted us to help them tell stories that encouraged people to have the proper swag for a given occasion. Beer needs ice. Flowers go with chocolates. On top of a series of fun spots we spun up an easy-to-use, modular toolkit to help them create more scrumptious stories throughout the year.
Friendly, warm, and fresh
Borrowing from the tactile and friendly nature of our work for Mailchimp, the Instacart products were designed with stylized, simple shapes and boosted with details of realism in 3D.
We played with proportions too — enhancing curves, shapes, colors, and crevices. This helped create the perception that the products were miniatures and gave them the feel of handmade, real-world ephemera that wouldn’t look out of place on a set.
Modular for our mates
The next item in the cart was a modular After Effects toolkit that the client could easily handle themselves. To start, we knew the storytelling had to be modular, so we used a mixture of type cards and text messages to help build the structure. This would allow Instacart to simply retype a new narrative in the future.
Next, generic 3D assets were imported into After Effects, then time remapped and animated in 2D. This meant the client could create their own delicious 3D products in the future, drop them into the toolkit and voila, everything is animated.
Keep the cart running
This was a unique opportunity to combine storytelling with a modular toolkit. From scriptwriting to delivery, we developed this project with Instacart’s full confidence and collaboration. We loved working on this one and we look forward to seeing how the stories evolve and what Instacart rings up in the new year with our toolkit. `
Executive Creative Director
Senior Art Director
Sam Van Ingen
Brian Neong San
Sam Van Ingen