We had the pleasure of partnering with WWF to create a mixed-media motion design explainer video that sheds light on the true cost of food waste. Often underestimated, food waste has serious impacts on our wallets, our environment, and our daily lives. Through this video, we help WWF share a vital message: reducing food waste at home is easier than most people think, and even the smallest actions can make a real difference. Discover how you can take a simple step today toward a more sustainable future.

Launching an Animation to Combat Food Waste

The project began when WWF reached out during the early stages of developing a public service announcement about food waste. They were looking to create a mixed-media animation that could deliver hard-hitting facts through a “Did you know…” format, highlighting the environmental and biodiversity impacts of food waste while also offering a hopeful, action-oriented message. The goal was to inform and empower audiences to make small but impactful changes in their daily lives.

Crafting Broadcast-Ready Spots

With a tight timeline and a wealth of visual assets available through WWF’s digital library, they were seeking a creative partner capable of turning this concept into a compelling :60 and :30 second spot for broadcast and social media, including Spanish versioning. We saw a strong alignment with our style and values and proposed a bold mixed-media approach that could bring the message to life with clarity and emotion.

Building the Visual Language

Creating a mixed-media motion design animation, especially for an organization like WWF, requires an approach that is both methodical and highly creative. It all begins with assembling a visual and narrative moodboard that brings together strong aesthetic references (archival photos, natural textures, graphic elements) inspired by WWF’s brand guidelines (green, black, and white tones, clean and impactful typography) as well as illustration styles that blend seamlessly with photography. This phase is essential for establishing a cohesive artistic direction.

Once the visual universe is defined, the process moves into the storyboard phase, built directly around the voiceover script. Each shot is carefully designed to enhance the message, alternating between still images and dynamic illustrations, with organic or high-contrast transitions depending on the intended tone. Style frames are then developed to lock in the final look of key scenes. These allow for the validation of the mixed-media aesthetic and the interaction between visual elements, cut-out photos, flat illustrations, animated pictograms, and more.

A “Did You Know?” Mixed Media Animation

After several rounds of client feedback to refine the creative direction, the project enters the animation stage. The key challenge here is to synchronize the visual rhythm with the pacing of a “Did You Know?” format, a dynamic stream of facts, impactful visuals, and strong data points. Each graphic element (photo, icon, typography, illustration) appears with precision, contributing to a rich, fluid, and engaging visual narrative. In this context, the mixed-media approach becomes a language in itself, able to grab attention while fully embodying the brand’s mission and values.