Case study — 03

Gopuff

Photography & stop motion

A new lifestyle photography library, campaign shoots and stop-motion content for Philadelphia-born delivery app Gopuff.

Year
2019–2020
Role
Photographer, designer, illustrator, stop-motion animator
Tools
Photoshop, Illustrator, After Effects, Lightroom
Services
Content & social, 3D & motion
Federal Donuts box of assorted donuts beside a phone showing the Gopuff app
650+US cities served by Gopuff
3photo styles defined and shot
1new photo library for social
01

The brief

Gopuff is a Philadelphia-based delivery app operating in more than 650 US cities from 500 micro-fulfillment centers. They brought me in to rebuild their social photography: a new lifestyle photo library, video and animation ideas, and creative packaging for products sent to influencers and ambassadors.

The challenge

Gopuff delivers other brands' products, so the photos had to feel like Gopuff without being about Gopuff. Not every shot needed branding, but some had to carry it.

Mood board & research

After looking at competitors, I built a mood board around three styles: lifestyle shots with people and product, top-down product scenes, and product in real-world settings. Branded shots would bring in the delivery bag and a phone showing the app.

Gopuff mood board of lifestyle reference photos: people with drinks at cookouts, in cars and kitchens
Gopuff mood board of top-down product scenes with pizza, snacks, hot sauce and coffee
Gopuff mood board of products in real-world settings: bathrooms, kitchens and beach scenes
02

Photography

Each shoot followed the mood board. First, lifestyle with people and hands.

Hand holding out a bottle of Mountain Dew Zero Sugar through a doorway, Gopuff lifestyle shot
Man on a couch with a laptop surrounded by snacks, candy and a Gopuff hoodie
Top-down shot of hands on a laptop surrounded by Takis, Nerds, chips and a Gopuff notepad
Party spread of Doritos, Cheetos, Tostitos salsa, red cups and Mountain Dew from above

Second, top-down lifestyle scenes.

Lakers Davis number 3 jersey on a wood floor with an Anthony Davis Ruffles chip bag
Game-day spread of Tostitos, Ruffles, Doritos, salsa and Mountain Dew on a football tablecloth
Gopuff bag spilling Bounce sheets, Hot Pockets and Cinnamon Toast Crunch on a white counter
Federal Donuts box beside a mechanical keyboard and a phone showing the Gopuff app

Third, product in real-world settings.

409 cleaner, Bounty paper towels, Mrs. Meyer's spray and Dawn soap on a kitchen counter
Essentia water, protein bars and two Red Bull cans on an orange armchair
Pepsi, Bagel Bites, Cheetos, Mountain Dew, Bounty and other groceries lined up on a table
Game-day snacks with chips and dip, Doritos, Lay's, root beer and red cups

Then branded shots with Gopuff bags and the app on a phone.

Gopuff bag on a blue rug with Puffs tissues, Mucinex, Tylenol and Fiji water
Gopuff FAM bag on a wood floor with Fiji water, Puffs tissues, Tylenol and Mucinex
RXBARs, Red Bull and energy drinks spilling from a Gopuff bag on a wood floor
Federal Donuts box of glazed and chocolate donuts with the Gopuff app open on a phone
Top-down baking groceries around a phone with the Gopuff app: Toll House chips, Ragu, sugar
Person on outdoor stairs pulling Doritos and Gatorade out of a Gopuff bag
Close-up of a hand reaching into a bag of Doritos next to a Gopuff bag and blue Gatorade
Hand unpacking Hot Pockets, ramen, pistachios and DayQuil from a Gopuff bag
Gopuff 'Deliver the Moment' bag next to two tubs of Breyers Neapolitan ice cream
Person in sneakers reaching into a Gopuff 'Deliver the Moment' bag on a rug
Two friends looking into a Gopuff bag on a couch with snacks spread across the table
03

Order / bag check

Looking down into a Gopuff bag of ramen, cereal, pistachios, NyQuil and DayQuil
Gopuff bag check: Tylenol, Puffs tissues, Fiji water and Mucinex inside the bag
Gopuff bag check: Charmin, Tylenol, vinyl gloves, Fabuloso and cleaning supplies
Hand pulling candy from a Gopuff bag full of M&M's, Nerds rope and Pringles
04

Weird combos people order

Weird combos: Takis, chocolate milk, Scott toilet paper and cereal cups on black
Cheetos pouring into a Kellogg's Froot Loops cup, an odd snack combo for Gopuff
Red Solo cups and a roll of Scott toilet paper stacked mid-air against a dark backdrop
Nesquik chocolate milk pouring into an Apple Jacks cereal cup with a splash
05

Stop motion

Gopuff stop motion of household items around a phone with the Gopuff app
Gopuff stop motion of Softsoap, Pledge wipes and Tylenol on a white background
Gopuff stop motion of Mucinex, Puffs Ultra Soft tissues and Tylenol on marble
Gopuff stop motion of two silver drink cans rolling on a white background
Hand holding a Cheetos bag out of a hedge with illustrated green slime and motion lines
Mountain Dew Zero bottle beside an illustrated melting cartoon bottle, Gopuff animation
Hand passing a Gopuff bag across a bar lit by neon 'Delivering 24/7' signs

Related reading

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