In a particularly fragmented holiday season, Starbucks wanted to generate and sustain excitement for this year's red cups, even as holiday shoppers spent more time online, and less time hitting the shops.
For the first time in nineteen years of holiday red cups, Starbucks celebrated the season with not just one, but 10 red cup designs. Each cup was inspired by fan art from around the world. To celebrate and elevate the individual designs, we created cinemagraphs and animated GIFs to lovingly bring each fan's art to life.
Instead of simply designing these pieces of content using purely computer animation, we hand-crafted and staged mini sets to capture the essence of a real world environment.
Then we blended the real world with the virtual world by using stop motion, paper craft, compositing, and key frame animation. This helped capture the magic of each design and blur the line between reality and make believe.
These posts ran on Facebook, Twitter and Instagram.
The 3 crafted pieces of content garnered over 2 million social engagements: