Instacart: The Pie

Brand

Date

Nov 2025

Description

Instacart’s 'The Pie' commercial navigates the intersection of convenience and festive tradition. The spot opens in a home kitchen before transitioning into a winter landscape rendered through stop-motion animation. The production bridges live-action footage with miniature sets, utilizing a handcrafted aesthetic that highlights intricate felt and fabric textures. This animation-heavy approach frames the holiday season through the lens of a whimsical, snow-covered environment populated by anthropomorphic characters. The project was a collaborative effort involving creative direction and production from Local Produce, alongside production by RadicalMedia US and Starburns Industries. Post-production and VFX were managed by Starburns Industries, radioaktive film, Swing Shift Post, and Local Produce, while the soundscape was crafted by Boom Box Post and Department of Music.

Style

Horizontal, Commercial, Nostalgic

Techniques

Animation

Industries

Beverages

Event

Christmas

Color

Sage

Pure White

Background