LEMONADE INSURANCE

Lemonade Insurance, known for its innovative approach to home and renters insurance, was launching its new Pet Insurance product.

The Challenge?

Creative Solution

  1. Creative Problem-Solving: To address these concerns, I proposed including cat interactions in the animation. This suggestion aimed to broaden the appeal of the ad and simplify the animation process without compromising quality.

  2. Collaborative Iteration: After my proposal was well-received, I worked closely with the team to refine the concept, incorporating feedback from the Art Director and ensuring alignment with the marketing team's goals.

Results

Working directly with Lemonade's internal marketing team, including their Art Director, Product Designer, Software Developer, and Producers, I was tasked with bringing the new pet insurance offering to life through animation. The key objective was to create visually appealing content that would resonate with potential pet insurance customers while staying true to Lemonade's established brand identity.

  • Promoting Lemonade's newly launched Pet Insurance in a way that would stand out in crowded social media feeds

  • Showcasing real customer reviews to build trust and credibility

  • Adhering to an extremely tight deadline of just 3 days for animation production

Initial Storyboard

  • The Lemonade marketing team expressed high satisfaction with the final animations, praising their on-brand look and emotional appeal.

  • The ads performed well across various social media platforms, contributing to increased awareness of Lemonade's new Pet Insurance offering.

Reflection

role: Motion Design

  • Collaborating closely with Lemonade's internal team enhanced my understanding of how to integrate motion design into a broader marketing strategy.

  • The process of adapting a single concept for multiple platforms improved my skills in creating versatile, platform-specific animations.

  • Creating content that would appeal to both dog and cat owners, expanding the reach of the campaign

  • Maintaining consistency with Lemonade's established brand guidelines while introducing a new product category

2D Animation

  1. It only represented dog owners, excluding a significant portion of the target audience (cat owners).

  2. Creating high-quality quadruped animation within the 3-day timeframe seemed challenging.

  • I utilized Adobe After Effects for the primary animation work, leveraging its powerful tools to create smooth movements and transitions.

  • To expedite the process, I created reusable assets for the pets and human figure, allowing for quick adjustments and iterations.

  • I implemented a modular design approach, creating separate animations for different elements (pets, text, backgrounds) that could be easily combined and adjusted for various social media platforms and aspect ratios.

  • For webpage ads, I created both static and animated versions to cater to different placement requirements.

Initial Concept Review:
The original storyboard featured a human throwing a ball for a dog to fetch. However, I identified two potential issues with this concept.

Execution