- Wednesday, Jul. 8, 2015
When the executives of NYC-based Undefined Creative (UC) found themselves ready to take on a new cause, it wasn’t long before they were moved by the efforts of FoodFight in expanding the nutritional literacy, especially among America’s youth. Thanks to a relationship started by Taproot+, UC learned just how the motion design-focused agency’s skill set could be a benefit to FoodFight, and the team began work on a powerful awareness video for their cause.
The challenge behind the two-minute pro bono piece was finding a way to tell a compelling story that could share a wealth of information while quickly differentiating FoodFight’s approach to fighting obesity. FoodFight's mission is to revolutionize the way we eat and think about food. Using schools as a platform, FoodFight arms teachers, staff, parents and students with the tools and knowledge to make healthier choices and become role models and agents of change for their families and communities.
“We felt this had to look and feel truly different, not like just another infographic,” explained UC owner/creative director Maria Rapetskaya. “FoodFight had a lot of facts, but we really wanted to craft their story. Some of the key phrases the organization’s co-founder shared during our kick-off call…’the breakfast you think is healthy,’ for instance, influenced me personally and became the backbone of the script.”
While Undefined Creative wrapped the script around powerful messaging, still images and animation techniques (stop-animation and traditional), they were also able to recruit HOBO Audio Company to donate sound design. The combination of food photos, magazine cutout lettering, original graphics and sound design provided a diversity that kept the piece engaging. Watch it HERE.
FoodFight officially premiered the new marketing video—now part of its digital Food Literacy Toolkit—on July 1 during E.A.T. (Educating America’s Teachers to Lead the Fight Against Obesity), FoodFight’s annual free, one-day health and wellness workshop for educators to hear from leading experts in the fields of health, nutrition, food politics, sustainability and school food reform.
“As a small non-profit, we often lack access to the kinds of resources that would allow us to tell our story in a way that helps people understand who we are and what we do. Undefined Creative provided us with a world-class creative platform and guided us through the challenging process of crafting a motion graphic to communicate FoodFight’s vision in a concise yet compelling manner,” said Deb Lewison Grant, FoodFight Co-Founder, Executive Director. “Cathy and Maria were consummate professionals—delivering a product that far surpassed our expectations. We are deeply appreciative of the amount of time and energy they spent to make sure the job was done and done well.”
About Undefined Creative
Founded in 2010, Undefined Creative is a creative agency blending uncommon ideas with sophisticated design and polished execution to establish and cultivate brand awareness, through motion graphics and animation. The agency’s clients include national consumer and media brands across platforms. For more information, please visit www.undefinedcreative.com.