LEON Social Content
Conceptualising, storyboarding and animating LEON’s social content using strategic insights.
2023-2024
Objectives
The strategy behind LEON’s social is based on three pillars: People, Personality and Playfulness. The intent behind this was to humanise content, championing guest value and not just selling products, all the while keeping a humourous, cheeky tone. LEON aimed to attract a more Gen-Z audience through keeping content fresh, relevant and fast-paced.Key Considerations
A fast pace was key in attracting a Gen-Z audience, so I kept the flow between frames fast, and experimented with different transitions that kept LEON’s feed feeling fresh. I also pitched more pop-culture themed content, such as LEON-themed Spotify Wrappeds, and a Traitors themed post, making content more culturall relevant.Design Execution
For me, this meant crafting visuals that were vibrant, bold and eyecatching– particularly across our animated content. I suggested using LEON’s colourful range of brand colours across product reels, threading through the cultural and culinary identity I had constructed for each dish, and giving them a distinct visual appeal.I started off by storyboarding content, visualising how this would move through dragging elements across Illustrator artboards and recording my screen. I would then present to key stakeholders, including the Marketing Director, to ensure everyone was on the same page. Once approved, I then moved storyboards to After Effects and began animating, looping in key stakeholders along the way to ensure they were happy from the work in progress to the final deliverable.