Rob Cornfoot
Weight Watchers -
Keep On Keeping it Off
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.
The Campaign
Weight Watchers needed a flexible social campaign system that could support a wide range of messaging, formats and evolving content requirements. Working closely with the creative and design teams, I helped define the motion language, build scalable animation systems and establish a framework that allowed the campaign to move quickly while maintaining consistency across all deliverables.
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.