En cas de Caprice
To entice young people who are always snacking, lets give them some content to snack on – Cheesy GIFs for all!
A Snack Every Minute
Caprice des Dieux worked with Fred & Farid Paris to launch LaMinuteCaprice.com, a site built around a simple idea: publish a new piece of content every sixty seconds, twenty-four hours a day, to promote its En Cas de Caprice cheese snack.
CLIENT
Caprice des Dieux
AGENCY
Fred & Farid Paris
STUDIO
Weirdo Works
YEAR
2016
ROLE
Art direction and animation
Justin Gammon
RESULTS
20 GIFs contributed to LaMinuteCaprice.com
One of hundreds of creators on a 1,440-piece collection
1,440 Pieces, 1,440 Minutes
One for Every Minute of the Day
There are 1,440 minutes in a day, so the site needed 1,440 pieces of content to fill them — tutorials, videos, GIFs, 2D and 3D animation, stop motion, parodies, and plenty of stranger things in between. Fred & Farid brought in hundreds of creators from around the world to make it happen. I was invited to create a set of animated GIFs.
Designing for a Sixty-Second Slot
Two Seconds to Land
A minute-long slot is a strange brief. Nobody arrives looking for your piece specifically — they land on whatever happens to be up. So it has to read instantly, with no setup, no context, and 1,439 other pieces on either side of it. I built mine around one visual joke each, pushed hard on color, and kept every loop short enough to read twice before the minute was out.
Why Brands Bother with GIFs
Made Once. Shared for Years.
A GIF doesn’t disappear when the campaign ends. Once it’s out there, it can live in search results, keyboards, and sticker trays for years — ready to be found and shared whenever someone needs it. And when someone sends one, the brand ends up in a conversation because a person chose to put it there, not because they were served an ad. I’ve made GIFs that are still being shared more than a decade after the campaigns they were created for.
