SPAR freshline

AGENCY:

TBWA\ Coastal

Client

SPAR Encore

Digital Art Direction

The Challenge

SPAR’s freshline social media needed a revamp, static images just weren’t cutting it.

The solution,
bespoke stop motion content.

I was brought on to revitalise Freshline’s social presence, moving beyond static assets repurposed from print leaflets to create bespoke, platform-first content. I conceptualised and storyboarded the posts, refreshed the templated design and pitched the concepts to the client, and travelled to Cape Town to art direct the shoot digitally, ensuring each setup was captured with digital-first applications in mind, without adding significant time to production.

Where it was digitally before I jumped in

What I fixed

As pictured above, the original content struggled with clear space for typography, cluttered compositions and packshots that lacked visibility.

I refined the layouts, removed unnecessary visual clutter and utilised wireframes when shooting to guide the composition and create intentional space for type. I also integrated packshots naturally into each setting, using a little Photoshop magic where needed to deliver what every brand manager loves: strong, unmistakable pack recognition.

SPAR Easter

I further developed the stop motion animation where production time allows for more complex, vibrant stop-motion sequences, using the available time to push the craft and visual energy. These were then paired with beat-matched motion, transforming the product imagery into a dynamic social system that felt cohesive, energetic and campaign-led.

Damn, whose hands are those?

Credits

Agency: TBWA\ Coastal
Lead Art Director: Robyn Budlender
Digital Art Director/Designer: Kaveshan Govender
Copywriter: Pearl Nkosi
Account Director: Claire Sahli
Account Manager: Bhavna Manik
Art Buyer: Cyndi Halvey
Photographer: Dirk Peters
Food Stylist: Brita Du Plessis
Hand models: Robyn Budlender, Claire Sahli and Kaveshan Govender

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