DoorDash Evergreen

Fresh New DoorDash Campaign! Collaborating closely with their team, and directors @rbg6_stockholm we created 21 unique 30-second spots, expanding to 300+ deliverables across 5 verticals: Beauty, Grocery, Restaurant, Pets & Alcohol. From dynamic 3D product clouds to photo-real food simulations, our talented team loved bringing each of these elements to life in a natural and fun way. Custom brand labels and flexible CG edits made this campaign a true feat in creative innovation. All while staying true to our Modern Logic standards.

Commercial product photography for DoorDash featuring a variety of fresh grocery items including strawberries, bananas, leafy greens, an egg carton, and packaged oat flakes. Vibrant composition on a bold red background symbolizing quick delivery and fresh food service.
DoorDash grocery delivery of cage-free eggs, bananas, and a milk carton hovering over a red insulated thermal bag at a residential doorstep.
DoorDash grocery delivery of cage-free eggs, bananas, and a milk carton hovering over a red insulated thermal bag at a residential doorstep.
DoorDash delivery of pet supplies and kitchenware featuring blue ceramic bowls and grocery items floating into an open front door.
DoorDash delivery of pet supplies and kitchenware featuring blue ceramic bowls and grocery items floating into an open front door.
Freshly baked fruit pies and pantry staples levitating above a DoorDash branded delivery bag near a bicycle at a house entrance.
Freshly baked fruit pies and pantry staples levitating above a DoorDash branded delivery bag near a bicycle at a house entrance.
Floating grocery items including a glass of milk and snacks above a red DoorDash bag on a porch decorated with autumn leaves and a rug.
Floating grocery items including a glass of milk and snacks above a red DoorDash bag on a porch decorated with autumn leaves and a rug.
DoorDash courier delivery of a large egg carton and fresh bread hovering above a red bag at a blue suburban house entrance.
DoorDash courier delivery of a large egg carton and fresh bread hovering above a red bag at a blue suburban house entrance.
Healthy grocery delivery featuring fresh apples, berries, and packaged snacks floating above a signature DoorDash red thermal bag.
Healthy grocery delivery featuring fresh apples, berries, and packaged snacks floating above a signature DoorDash red thermal bag.
DoorDash – Evergreen
Working directly with DoorDash Modern Logic was tasked with creating 21 unique 30s that was extrapolated to include over 300 deliverables covering all 5 of DoorDash’s verticals. Beauty, Grocery, Restaurant, Pets and Alcohol. 
RGB6 out of Sweden provided us with live action plates of the iconic red DoorDash bag sitting on a number of beautifully art directed doorsteps. We orchestrated the timing of the camera move with the action of the talent in scene. Having to dramatically refine shots to ensure the whole story was told as intended. In edit we found the perfect timing for all of the VO, in camera actions, dynamic 3d tracked elements, supers and end pages. The VO wasn’t recorded until the end of the project so we needed to be able to stay flexible as scripts would change up until the 11th hour.
CG Products & Simulations
The heaviest lift was the 21 unique 3d clouds of products that DoorDash can deliver. From dynamic CG wine simulations to photo real meals on plates. With over 100 products that change week by week our team of CG artists worked between Houdini and C4d to lock down the tone, timing and look of the products. We even made custom product labels with nods to the one of the clients mothers as a heartwarming Easter egg.
Workflow & VFX Pipeline
Over the course of 3 months a team spread from Los Angeles to Barcelona work day and night shifts to ensure a delivery up to the Modern Logic standard. The hand off to composting wouldn’t be a simple as a traditional pipeline. With the scripts, VO, edit and products changing the need to be able to or back and forth from CG to composite led to a two way VFX pipeline. Our team that included multiple technical directors, designers, animators, Houdini artists, nuke and AE compers and editors moved seamlessly from delivery to finishing.​​​​​​​

Cross-Platform Adaptability
A two phase delivery meant there was time to learn from the process and dial in efficiencies that could speed up the process and allow for an unprecedented flexibility in regard to internal and external changes. Pushing hard for a collaborative campaign that works on TV, streaming, social and now as the base of an AI series of advertisements that are custom to the consumer watching in real time.​​​​​​​
Directed and Produced by Modern Logic
Creative Director: Timothy Williams
Executive Producer: Jake Hibler
Producer: Annie Chen
Lead Designer: Anton Raduchits 
VFX: Matt Johnson
CG Designers: Abraham Torna, Alejandro Robledo, Vitaliy Yakin, Hernan Lindenbaum, Izik Roitman, Aaron Knapp, Olive Welsh, Tom Allain, Michael Johnson, David Weinstock, Pedro Murteira
Edit: Andrew Henry, Lin Wilde

Production: Aspekt
Service Company: OPC
Producers: Nicole Powell, Hayley Brown
Directors: RGB6
Photographer: Steph Martyniuk
DP: Michael Gioulakis
Art: Zosia Mackenzie, Taylor Gilbert

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