I’ve been working with Hellmann’s on and off for three years at Design Bridge. The work ranges from conference films, explainer videos (for their YouTube channels), social media content and motion identity work.
My favourite brief, however, is the one above. My claim to fame is that I animated the bow for the Hellmann’s logo. While that was the initial brief, I also helped pull together the rest of the updates for the animation that is now used across social media and TVCs.
Above is a before and after – notice that we also shortened the overall length so that when it is used as an end frame, it leaves more time for the content beforehand.
The rationale behind the rest of the animation changes where to have the type and the cartouche (the border line) emanate from the location of the bow. Richard Hellmann tied a bow around his mayonnaise signifying its premium quality – so this was the starting point for the animation.
These are three examples of social posts I’ve made for Hellmann’s, two for Christmas and one for Halloween. Although I animated/produced them I can’t take credit for the script and visuals with these one’s, that was down to the talented designers at Design Bridge.
Over the past few years, I’ve also developed how the typography animates. The glitchy treatment comes from textured paper that is part of the brand world and was a more refined version of the existing type animation. This video above also shows how we applied the same treatment to illustrations creating a larger motion identity.
Toby Roberts
Natalie Bradbury
Rosie Bottomley
Mike Stride
Alessandro Foschini
Natasha Dowdall