What really happens when a Doordash order is placed? One Story in Three Acts, is a story from the eyes of customers, merchants, and Dashers told over three 30-second spots. Between choreographed performers and moving practical sets, our work weaved together the complexities of production and multiple narratives into one story arc without flattening any one detail.
Created in partnership with director Henry Scholfield and agency Hard Work Club, this theatrical trio is layered with storytelling that makes each watch more revealing than the last.
(Left to Right) Act One: The Party; Act Two: The Order; Act Three: The Dash
Considering the many (literal) moving parts of this project, our team planned ahead and tested right away. This early exploration informed our supervision onset, where we compared notes with production and plotted out where CG and VFX could elevate the story.
But even with a plan, we’re always prepared to go off script. So when production pivoted, our team adapted in unison and brought in new narrative-driving ideas during the post stages, in service of achieving the graphical stark black background as mapped out by the creatives.
In a synchronized effort across color, CG, and VFX, our team explored plot-driving devices and transformed the practical sound stage into the ‘black-void’ set. While the visual approach is expressive and complex, the story is simple and applies to anyone who’s ever used Doordash delivery.
The neighbourhood was created in lifelike detail with CG buildings and storefronts of businesses found on DoorDash.
We especially love the end shot from The Dash. Building off the practical light source on set, we conceptualized the glowing moon at the post stages, which then informed the streetlight and stars.
On top of researching and building the environment, our team of artists scanned and modeled 3D ‘islands’ of each set. This also includes the birthday cake, the central story device that sets off all three acts.
