Client: Palermo’s Pizza/Screamin’ Sicilian
Role: Art Director, Video Editor, Multi-Platform Designer
Deliverables: Stop-motion animated videos, social content, digital display ads
Production Partner: Stop-motion production house
The Brief
Screamin’ Sicilian needed thumb-stopping social content matching their bold,
irreverent brand personality. The challenge: create scroll-stopping videos
that stood out in crowded food social feeds while showcasing product quality.
My Role – Creative Direction & Post-Production
Art Direction & Concept Development:
Designed initial creative concepts exploring various animation approaches
Presented concept options to client including stop-motion direction
Collaborated with client to refine selected stop-motion approach
Developed creative brief and visual direction for stop-motion production house
Art directed animation sequences showcasing ingredients, pizza building, and
playful brand moments
Production Collaboration:
Partnered with stop-motion production house on execution
Reviewed animation progress and provided creative feedback
Ensured final animation aligned with brand voice and creative vision
Post-Production & Multi-Platform Adaptation:
This is where I led complete execution:
Video Editing:
Received raw stop-motion footage from production house
Edited final video sequences establishing pacing and narrative flow
Selected and integrated music and sound effects amplifying playful energy
Color graded maintaining Screamin’ Sicilian’s bold brand aesthetic
Created multiple edit versions for different platforms and campaign needs
Adapted stop-motion content for social platforms:
9:16 vertical for Instagram Stories, Reels, TikTok
1:1 square for Instagram/Facebook feed
16:9 horizontal for YouTube and display
Designed IAB standard display ads incorporating stop-motion elements
Created static display variations using animation frames
Optimized file sizes and formats for social and programmatic deployment
Platform-Specific Optimization:
Adjusted pacing for each platform (faster cuts for TikTok, cleaner timing
for display)
Added platform-specific text overlays and CTAs
Ensured brand messaging clarity across all format variations
Delivered organized asset packages for media deployment
Outcome
The stop-motion campaign delivered highly engaging content with strong
shareability and brand memorability. My post-production work maximized the
production house’s animation investment by creating 15+ deployable variations
from the core stop-motion assets, enabling comprehensive multi-platform
activation across social, display, and video advertising.
The creative approach successfully differentiated Screamin’ Sicilian from
typical frozen pizza advertising through unique visual style and playful
brand personality.
