Fancy Feast
Direction, Motion
Agency: Avrett Free Ginsberg
Client: Purina
Produced: Flavor
Typography filled with personality and expression make this idea really stand out. It’s as though the type is connected to the cat and as the Puuuurrrr slides in frame it takes on the shape of a cat’s back arching to be petted. The WOW pops from the screen with energy and excitement, bringing a level of dimensionality and texture to how connected we feel to these words. Each word has subtle movement and animation to enhance its personality. The words literally do what they say, “Wowed” will move with a bit of personality, while “Purfected” may take on characteristics of a purring cat. These hints draw attention to the words while enhancing the connection to the food and the live action helping to serve as a unifying element for the narrative.