BRAND VISION
To inspire the love of home and enrich the lives of those around us.
THE ASK
To inspire the love of home and enrich the lives of those around us.
Create a suite of animated social content for Ashley’s Black Friday campaign that would resonate with younger demographics across paid and organic channels. Working alongside the graphics team’s static deliverables, develop trendy, eye-catching video content optimized for social media platforms.
Timeline: 1 Month
Client: Ashley Global Retail
Distribution: Paid and organic social media (Instagram, Facebook, TikTok, Pinterest)
FINAL OUTPUTS
Video 1: Add to Cart Animation
Video 2: Swipe & Select
Video 3: Product Drop
CREATIVE DIRECTION
Trend-driven social content inspired by the visual language of Pinterest and Instagram. Each video needed to feel native to social feeds while showcasing Ashley products in dynamic, interactive ways that younger audiences connect with.
Visual Approach: Clean, snackable content optimized for multiple aspect ratios.
Mood: Playful, interactive, trend-forward.
Target Audience: Younger demographic shoppers during Black Friday sales.
Social Best Practices: Text placement optimized for all aspect ratios across platforms.
THE PROCESS
Hybrid Animation Strategy:
Blended AI-powered product animation with traditional After Effects techniques to create dynamic, engaging content that stands out in social feeds. AI handled product movement and rotation, while traditional compositing built the complete narratives.
Video 1: Add to Cart Animation
Concept: Shopping basket interface with furniture being clicked and added.
AI Integration: Adobe Firefly animated product rotation and “come to life” moments when cursor interacts.
Traditional Methods: Keyframe animation in After Effects for cursor movement, basket interaction, UI elements.
Result: Interactive e-commerce experience translated into engaging social content.
Video 2: Swipe & Select
Concept: Hand swiping through floating product selection, final SKU enlarges.
AI Integration: Adobe Firefly created dynamic product rotation and scaling.
Traditional Methods: Green screen compositing for hand/person, After Effects for swipe interaction and spatial positioning.
Result: Touch-screen browsing experience reimagined for social video.
Video 3: Product Drop
Concept: Products falling and rotating into Ashley branded box.
AI Integration: N/A (3D models used)
Traditional Methods: 3D product models animated in After Effects with physics-based falling/rotating motions, compositing for box integration.
Result: Satisfying “unboxing in reverse” visual.
Brand Consistency:
All videos feature campaign messaging developed by Ashley copywriting team, maintaining brand voice across the entire Black Friday campaign.
Multi-Version Production:
Created additional versions with varied copy callouts for A/B testing and different campaign moments.
KEY INSIGHTS GAINED
AI for Product Dynamism: Adobe Firefly excels at bringing static product silhouettes to life with natural rotation and movement.
Hybrid Efficiency: Combining AI product animation with traditional compositing creates high-impact content faster than full manual animation.
Social-First Design: Text placement and aspect ratio optimization critical for cross-platform performance.
Trend Integration: Translating trending social interactions (swiping, clicking, adding to cart) into product-focused narratives drives engagement.
Scalable Templates: Established repeatable workflow for rapid social content production with variation capabilities.
Green Screen + AI: Successfully integrated live-action elements with AI-animated products for seamless composites.
MEDIUMS USED
Creative Concept, Art Direction, Animation & Video Production – Abbigayle Warner
ADOBE FIREFLY (AI ANIMATION) | ADOBE AFTER EFFECTS | ADOBE PHOTOSHOP | GREEN SCREEN COMPOSITING | 3D MODELING
Complete creative ownership: Concept development, design, AI animation direction, traditional animation, compositing, and final video production executed end-to-end. Campaign copy provided by Ashley copywriting team.
