Agency: Elastic
Client: Woolworths
Project: The Odd Bunch - Animated series
Role: Art Direction, Character Design, Illustration
Animation: Motion By Design
Platform: Social / Online video
The Odd Bunch encourages shoppers to buy perfectly fine but ‘imperfect’ looking fruit and vegetables that may otherwise be rejected or thrown away. The initiative also supports farmers by helping them sell more of the fruit and veggies they grow.
The Odd Bunch brief was a five-part animated explainer series covering the process and benefits of the initiative. I was contracted to design four ‘wonky’ fruit and vegetable characters that the series follows on their journey from the farm to store. I developed a graphic treatment for the rest of the visuals reflecting the Woolworths brand by using a simple but design-driven flattened perspective illustration style. I then storyboarded the first video to create a template for the series, which was subsequently animated and completed by Motion By Design.
The series was well-liked and the Odd Bunch continues as an effective initiative across the 1100+ Woolworths stores in Australia ro reduce a significant amount of food waste.
