KUDU, a prominent fast-food chain in Saudi Arabia, renowned for its chicken and beef sandwiches, faced the challenge of introducing a new item to its menu: The Dynamite Shrimp Sandwich. This endeavor was particularly daunting given the saturated market flooded with shrimp offerings from competitors.
The case study revolved around the debate over what to call the shrimp sandwich in Arabic. Some advocated for 'Gambary,' while others preferred 'Robyan.' Ultimately, a compromise was reached with the name 'Gamberyan,' a decision that proved to be immensely successful.

The art direction and storyboard for the project were provided by VML, while Kurve Studio managed the project. Animation and execution were overseen by me and the one and only Sarah Khorbtli.

Working with a storyboard this colorful is supper fun for us, it's a breath of fresh air to take this bold approach in sea of safe options out of fear of looking "childish".
However, those colors weren't set in stone from the first go, they kept getting slightly tweaked over the course of the project, and that would have been okay if we started the project with a setup that accommodate dynamic colors links, but that would be a nightmare to setup manually after the animation has already started, my solution was to spend a little bit of time to create a handy After Effects script that can find all identical colors or even effect, and link them to one master.
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