Butter Cake Shop
Opening Social Media Campaign and Digital Billboard
Stop-Motion Brand Videos Director
Butter is a bake shop dedicated to life's sweetest moments. From birthdays to anniversaries, or simply to get through the week, every occasion deserves to be celebrated with a cake, pie, or cookie.
In celebration of the first brick and mortar location for Butter Cake Shop in Landmark Hong Kong, we produced a three-part social video campaign promoting Inspired by the idealized version of 1950s America popularized by Hollywood in the 1980s in films such as “Back to the Future” and “American Graffiti”, our team focused on creating bright and colorful pieces of retro stop-motion cotton candy.
In addition to the social campaign, we created a digital billboard that played on one of the giant LED screens at the entrance of the Landmark mall for the first month of the opening, in December of 2020.
Credits - Key Crew
Produced in-house by Black Sheep Restaurants
Director - Emerson Steinberg Producer - Rob Garrett Art Direction - Nikki Palomaria . Pauline Perol Production Design - Dorothy Tang . Cakes and Styling - Karys Plaxe . Natalie Chan
Notes on this project:
Created while I was working on the Design team at Black Sheep Restaurants
Created stop-motion concept in tandem with the Head of Design, focusing on elements that we could create without the actual shop, as we did not have access to the space ahead of the opening
After approval of concept, worked with the Production Designer and Art Directors to confirm color palettes and wardrobe, and spent time with the team at the cake shop to confirm the deserts we would feature and how many we would need to create the animations
Filmed over the course of one long day, converting a conference room in our office into a studio space.
Roughly three weeks of editorial and post-production ahead of release