Case study · 05
Two years of promotions for a cold-pressed juice brand, across two markets, in static and motion.
Client
Pulp & Press (Canada and US)
Year
2022 to 2024
Role
Production Designer
Team
Small agency team, creative direction from the senior designer
Scope
Carrying each concept across every format, market and motion cut, through to final files
2 years
on the account
2 markets
Canada and the US
3 ratios
1:1, 4:5 and 9:16
15 sec
length of most spots
01
The account
A brand that runs on promotions.
Pulp & Press sells cold-pressed juice and plant-based meals direct to consumers in Canada and the US. Every promotion needs a full set of ad formats, for both markets, in static and motion. Campaigns moved through a small team: creative direction came from the senior designer, and my part was carrying each concept across every format, market and motion cut, through to the final files.
02
The set
The unit of work is the set, not the ad.
Canada Day 2023 had two concepts. Each one shipped as a static and a fifteen-second cut, and each of those was built for 4:5 and 9:16. Eight deliverables, one idea. Every format was rebuilt rather than cropped, with the product held in the same position so the label always reads.
Canada Day 2023: two concepts, eight deliverables.
03
Two markets
Two markets, one layout.
The back-to-school pair ran in Canada and the US. Different products, different photography, different benefit lines: nourish your body and support digestion on one, strengthen immunity and boost energy on the other. The layout underneath is the same, and it held in motion too. Both markets got a sixteen-second square cut on the same beat sheet.
Back to school, August 2023: same structure, different market.
04
The register
Carrying a new look through the calendar.
By September 2022 the register had changed: a serif over soft cream, a torn watercolour shape, the product given room to breathe. I joined the account as that shift was happening. The direction came from the team, and my job was carrying it through the calendar without the brand drifting, from Black Friday to a fall cleanse a year later.
One look, held across a year of promotions.
05
Motion
Fifteen seconds, every beat with a job.
About half the work on the account was video, and nearly every animated ad had a designed static twin. Spots ran ten to sixteen seconds, most landing on fifteen. The structures varied: benefit builds, a gift card spot with a recipient field that retypes itself, and a Black Friday cut that is one held pour under a scrolling sale ticker.
06
Past the ad unit
Explainers, launches and giveaways.
Not everything was a discount. The account also ran a carousel explaining the Drink & Dine subscription box, launch creative for new products and the meals line, and giveaways with their own entry mechanics, all in the same visual language as the promotions.
Drink & Dine subscription carousel, and a giveaway built on the same system.
07
What it takes
A long account is not a template you fill in for two years. The register moves, and the job is keeping the brand recognizable while it does.
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