Multi-asset delivery across print, video and photography
Lee Kum Kee were looking for a fully integrated, multi-platform campaign that celebrated the culinary art of hotpot while showcasing the versatility of their products. Aimed at audiences of all ages across Europe, the campaign encouraged everyone to enjoy hotpot at home together - an ideal, communal meal for any time of year.
Using live-action photography and animated illustrations, we produced multiple assets for print, digital, and out-of-home use for the client. These included:
A bold key visual to be used as the campaign’s creative centrepiece
Recipe guides, shelf talkers, a photographic archive and in-store displays to entice consumers to purchase the products
Short stop-motion animation videos that showcased the variety and usage of Lee Kum Kee’s soup bases and dipping sauces
Pre-Production
Our in-house creative team led the pre-production process, establishing a consistent visual style through live-action photography and playful hand-drawn elements.
We designed a vibrant top-down heroic image with illustrated overlays, setting the tone for all assets used in the campaign. Moodboards and layout mockups helped ensure that the team aligned with the clients brief, while pre-designed overlays helped position the products and streamline the shoot.
Storyboard sketches guided our stop-motion video production, detailing key movements and timing.
Production
With the shoot taking place in a London studio, the project benefited from having one of our designers on location to help direct and ensure the creative vision was being realised to its best potential. The team also oversaw the layout and composition of photography assets to ensure that there would be minimal issues when working with these assets during post-production.
During the shoot, the final style of the illustrated elements was still evolving. Our on-set designer updated layouts and initial designs using live shots, which were sent back to the illustrators at our Edinburgh studio for further refinement. This collaborative process meant that we could update designs in real time, maintain creative flexibility while remaining on schedule for the client.
Post-Production
We then blended photography with custom illustrations to form a unified, adaptable visual style across print and digital formats.
PRINT ASSETS
Key Visual: Core design that shaped all outputs, including the cover of the POP Recipe Guide, digital adaptations, and animated end cards.
POP Recipe Guide: An 8-page booklet detailing how to host a hotpot dinner, from equipment to ingredients, while showcasing Lee Kum Kee’s products.
Shelf Talker: Designed to fit a 75 x 150mm holder, this supermarket display echoed the key visual for brand consistency.
Creative Display: A precision die-cut, self-supporting unit designed to house four soup base products.
STOP MOTION VIDEOS ×8
Eight dynamic stop-motion videos brought the product range to life.
Soup Bases: Fast-paced visuals showed ingredients assembling in a hotpot, enhanced with music and illustrated steam for realism.
Dipping Sauces: Ingredients were added one by one to an empty bowl, with speech bubbles indicating recipe steps. Each sauce was finished by dipping an ingredient from the hotpot, linking both video sets visually and thematically.
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