Wrapify: A Captivating Commercial Animation by Feed Me Light

An Engaging World of Illustration and Animation

Wrapify's illustrative world is a testament to the design team's ability to create immersive environments that capture the company's nationwide reach. The animation takes viewers on a journey through iconic locations in the USA, stylized and instantly recognizable. Each city is brought to life with its own characteristic color schemes and layouts, reflecting the diversity and vibrancy of the nation.

The heart of Wrapify lies in its collection of diverse and wholesome characters. These characters, both drivers and spectators, represent individuals from all walks of life, united by their connection to Wrapify. The animation's handcrafted feel and nostalgic warmth evoke a sense of familiarity and create an emotional connection with the audience.

Creating this animation was no small feat. Feed Me Light utilized a combination of software tools, including Adobe Photoshop for character and environment design, Autodesk 3DS Max for 3D work, TVPaint and Adobe Flash for 2D animation, and Adobe After Effects for compositing. The result is a visually stunning piece that seamlessly blends different elements together.

One of the challenges faced by the design team was integrating 2D and 3D assets to create a cohesive and visually appealing animation. Careful consideration was given to render passes, such as shadows and reflective surfaces, to achieve a sense of physical accuracy. Additionally, a separate displacement render pass was used to add a painterly, hand-drawn feel to the animation.

Feed Me Light's attention to detail and commitment to excellence is evident in every frame of the Wrapify animation. The team pushed the boundaries of animation by incorporating techniques such as chromatic aberration and depth of focus, resulting in a visually rich and immersive experience. Hand-painted, illustrative lens flares were also added to enhance the sense of life and dynamics in each shot.

The Wrapify animation project spanned approximately two months and was completed in July 2017. The majority of the production was done in-house at the Feed Me Light studio in London, showcasing the team's dedication and expertise in bringing this project to life.

Feed Me Light's Wrapify animation has garnered recognition and acclaim in the design industry. It was awarded the Bronze A' Design Award in the Movie, Video, and Animation Design category in 2018. This prestigious award recognizes designs that demonstrate outstanding creativity, technical skills, and contribute to quality of life improvements.

With its captivating visuals, engaging narrative, and unique style, Wrapify by Feed Me Light is a true testament to the power of animation in conveying a brand's message and creating an emotional connection with the audience.