Freshly.
A 15-second farm-to-table spot.
A self-initiated 15-second spot for a farm-to-table delivery service. I animated it in After Effects, with the type masked into produce footage and the cut timed to a percussive track.
Freshly sells produce from city farmers’ markets, delivered same day. The brief I set myself was fifteen seconds that feel fresh, fast, and premium. I built it in After Effects, masking each word into footage of fruit, vegetables, and farms, then timing the cut to a percussive track.
Type masked into the footage
The spot has to show the produce and say the offer in fifteen seconds. I made two decisions in After Effects to do both at once.
I masked the type into the produce
Each word is its own pre-comp, track-matted into the footage so the letters are filled with the produce, not laid over it. FRESH is cut from a moving floor of fruit; FARM is cut from a pepper field. I duplicated the text layers and offset them down the timeline, so the words reveal in a stagger instead of a single hard cut.
I cut it to a percussive track
A fast pace can make a premium spot read as cheap. I cut the animation to a percussive track so every word lands on a beat, drove the letters through 3D position and rotation rigs on a moving camera, and eased every keyframe in the graph editor so nothing snaps. I kept the palette and the type clean to hold the spot together at that speed.