Impossible Foods came to my team at MOWE with a nigh-impossible task: bring seamlessly composited motion and personality to a series of minimal still images they had created featuring illustrated hands interacting with photos of their products and packaging.

The rules were straightforward: hands must engage the products, it had to feel realistic, and it had to be fun.

To achieve this reverse Roger Rabbit style, we tested a variety of different methods for integrating the photographic products in the real space, and we settled on a range of techniques, including adding minimal action lines, steam, squishing, squashing and slightly morphing the product photos to mimic realistic physics behaviors, all while keeping an eye on maintaining the simple beauty of the original design.

The result is a fresh series of fun GIFs that were used across bus shelters and digital placement.

ROLE: Creative Director for Animation