ROB CORNFOOT - MOTION ART DIRECTOR
Weight Watchers - GLP-1 Success: Keep On Keeping it Off
The Campaign:
Airalo’s global airport campaign was designed to reach international travellers at the exact moment they start thinking about staying connected abroad. Activated across pre-departure touchpoints - including shopping areas, boarding piers, and gates - the campaign ensured visibility at every step of the journey. By meeting travellers in airports worldwide, Airalo positioned itself as the go-to solution for seamless international connectivity, combining timing, context, and convenience to turn a simple consideration into an instant action. The campaign leveraged engaging 3D animations to capture attention and communicate the brand message clearly, making it both visually striking and highly relevant.
Role: Lead Motion Designer
Defined motion principles for a global campaign, working closely with Creative Directors, Designers and Producers to translate an established brand system into a scalable suite of social and digital assets.
Challenge
How do you create energy and optimism around a life-changing medical breakthrough while remaining true to an established brand system?
The campaign needed to position WeightWatchers as the long-term partner for sustainable success alongside GLP-1 treatments, balancing credibility, support and motivation.
Response
Rather than introducing a new visual language, I focused on identifying and amplifying behaviours already present within the brand system.
Working across multiple formats, languages and deliverables, I developed motion principles that increased energy and engagement while maintaining consistency with existing guidelines.
Outcome
A cohesive campaign delivered across social and digital channels, establishing a scalable motion approach that balanced impact with brand integrity. The final submission was approved without client amendments.