Digital screens event series | Millstream Productions

Operating in more than 30 countries, Krispy Kreme is the leading premium doughnut retailer in the UK.

We’re sure you’re not a stranger to this brand which can be found nationwide in various retail partner locations including Tesco, Asda, Sainsburys, Morrisons and Eurogarages.

Eye-catching digital posters

Krispy Kreme were looking to promote their products in line with well-known occasions including Eid and the Paris Olympics, as well as other special offers.

They provided us with various pre-designed posters that needed to be animated so that they could be displayed on digital screens across stores nationwide. The client requested that they be dynamic enough to catch attention and generate desire, but subtle enough to still look high-end and classy. As well as digital posters, the client also provided thin graphic strips to be animated and shown along the edges of shelves within certain stores to reinforce and advertise offers.

Graphic: A box of twelve Krispy Kreme Original Glazed doughnuts.

Animation

Adding motion and flair to flat images

Using artwork and layouts provided, we added motion and flair to turn the flat images into dynamic moving posters designed to constantly catch attention and cause excitement. Subtle movement was key here, along with interesting text animation and specific timings suited to each version of the screens. Making the product look as desirable as possible was very important, and this was achieved through techniques such as adding animated shines to the glazed surfaces of the donuts. For one offer we also further separated the donuts from the box backing and animated them flying into the air before landing back in the box in perfect formation.

Person in green hoodie focused on editing a video advert on a large monitor.

Enticing the nation

The finished animated screens were displayed across the country; within Krispy Kreme stores themselves, through to service stations and supermarkets.

The strip videos were also shown across the edges of digital shelves. Notable locations these screens were shown included the Arndale, Baker Street and Canary Wharf.

Photograph: A chocolate doughnut with crisps, and a pink raspberry doughnut with cream. Paris backdrop.

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