Shopify X Floof
Role: Visual and Motion Lead
Client: Shopify
Building a Business From Scratch
I led the visual direction for the Floof Cotton Candy merchant story, turning remote interviews and UGC into a cohesive, cinematic visual and motion language.
This editorial merchant story for Shopify follows Hannah Perry, founder of Floof Cotton Candy, and her journey from job loss to building a thriving business to support her two kids. The film centers on perseverance, creativity, and momentum - culminating in the viral success of the Rainbow Floof Cake and the realities of learning business on the fly.
Design
Elevating a Remote Interview
The primary interview was conducted over Google Meet. Rather than disguising that limitation, we leaned into it—introducing subtle, intentional screen overlays and compositional framing that elevated the footage while preserving authenticity.
Making UGC Feel Cinematic
Much of Hannah’s personal footage was low-resolution and unsuitable for full-screen 4K. We designed a system that placed UGC within contextual, high-quality background footage—turning constraints into a visual language.
Full Motion Sequences
Several moments were built entirely in motion to visualize abstract ideas—like signing up for Shopify or the feeling of being overwhelmed by countless responsibilities. I designed and animated these sequences solo, ensuring they integrated seamlessly with the live-action footage.
Extensibility
The graphics package was designed as a flexible system from day one. That allowed the team to quickly repurpose assets into growth placements and social ads without reinventing the visual language—maximizing value and consistency across channels.