World Baking Day

Client: Unilver - Flora
Role: Concept/UX development and art direction
Agency: Lean Mean Fighting Machine
Designer: James Huse
Animation: James Curran @ Partizan

World Baking Day is a yearly event sponsored by Flora encouraging people to bake. In 2014 we came up with the campaign ‘Who Will You Bake For?’. This was a very collaborative project in which my role was the overall art direction and user experience of the site. As well as the fantastic designers, creatives and developers at Lean Mean Fighting Machine we worked closely with James Curran from Partizan Films who illustrated and animated the characters for us. These were then used to create little interactive stories for each of the 12 characters to raise a smile and inspire people to bake their own cakes. We even created our own cake based typeface!


The animated sequences were created in After Effects and then combined with coded elements to create the interactive stories and recipe sections.

The site was fully responsive with the interactive animations still being usable on mobile.