FoodCycle LA Recap
Client: FoodCycle LA
My Role: Script Rewrite, Design, Animation
I had the pleasure to help FoodCycle LA showcase their efforts to curb food waste. From script to storyboards to design and animation, I got the chance to work on every facet of this project to highlight the great things FoodCycle LA has been up to!
FoodCycle LA is a nonprofit that works to reduce landfill gas emissions by partnering with local food retailers to prevent food waste in Los Angeles. Food waste is an issue I’m quite passionate about! So it was a pleasure to bring animation to their recap video!
The creative brief was to update their video from the previous year, so I used that as the starting script. I massaged the language a bit and checked the USDA statistics to ensure that the numbers in the video were correct. FoodCycle provided their own numbers for food donations.
From an approved script, I ran with the visuals; storyboarding everything from scratch. I envisioned following the apple from orchard to landfill and watching it degrade with every step. As the video progresses and the statistics around food waste grow more dire, the video gets darker. FoodCycle LA enters at just the right time to lighten the load.
Taking cues from FoodCycle’s logo, I incorporated gradients into the designed frames themselves; using ramps to create depth and lighting throughout the whole spot. The color palette was derived entirely from FoodCycle’s brand guidelines, with red used most sparingly to highlight the central device around the apple.
With video, gradients tend to create banding on final output, so I also added some subtle noise to mask the bands.