Lidl Foodies
Animation, storyboarding, character design illustration, education & advertising.
I was commissioned by Lidl for a series of fruit and vegetable characters to teach kids how to grow their own food from seed. This was a part of the Lidl initiative “Lidl Foodies” which encourages children to eat and grow more fruit and veg. This involved creating multiple characters and poses before finalising the final 6 which includes the Strawberry, Tomato, Pepper, Avocado, Lemon and Spring Onion. I animated the six characters to create instructive videos on how to grow your own vegetable and fruit plants, regardless of if you have a garden or not so it was more accessible for all. You can find the animations on their page here.
I worked with Roar illustration agency and Accenture Song agency.
You can view all 6 animations on my Vimeo account here.
It was important to consider how we could make the growing activities accessible regardless of whether the children watching had a garden or not. Some of them needed growing in jars or plant pots rather than having to plant into the ground.
I started with line illustrations for the storyboard which were built up with colour and detail stage by stage. In the initial stages I illustrated hundreds of different character poses and actions that could be used for either the animations or the stickers, involving how the character was to pick their seed. We followed the same process for each of the characters and their animations. I had to mimic some of the poses and actions myself to help visualise the right movements to make in the characters!
It was a joy to work on this project and encourage children to grow their own fruit and veg, happy growing Lidl foodies!