Event Experience Film

Addleshaw Goddard × RHS Chelsea Flower Show

Flourish in the City — Bringing a Chelsea Flower Show sponsorship into motion across London

Addleshaw Goddard partnered with The Allotment to promote their Flourish in the City sponsorship during the RHS Chelsea Flower Show. The campaign appeared across London’s transport network, including large digital placements at Bank station and digital posters throughout the Underground.

We were brought in to transform a set of still floral photographs into motion assets that could run across multiple screen formats while maintaining the premium tone of the brand.

Animating photography rather than producing filmed footage allowed the campaign to scale across many placements. The approach preserved the detail of the original imagery while keeping production efficient.

The challenge

Creating natural motion from still photography across complex screen formats

Premium campaign motion within a constrained production budget

The campaign visuals were based on high-resolution floral photography. The challenge was introducing subtle movement while maintaining the calm, premium aesthetic of the still images.

At the same time the campaign needed to run across many transport and DOOH formats, each with its own technical specifications.

  • Animating still floral photography without traditional video production

  • Limited art-direction control within AI animation tools • AI video renders restricted to HD resolution

  • Additional pipeline required for AI upscaling to delivery formats

  • Maintaining texture consistency through upscale processing

  • Multiple DOOH and transport screen specifications

  • Tracking dozens of format variations and exports

These constraints required a workflow that balanced experimentation with reliable delivery.

AI animation introduces organic motion but reduces frame-level control. Establishing the right visual balance early helped avoid constant micro adjustments.

The story

The feedback’s been unreal and the enquiries continue to roll in

Elliot Brook | Founder & Director | Deadgood Rugs

“

Elliot Brook | Founder & Director | Deadgood Rugs

a brand new collection brought to life in a must see immersive installation

Clerkenwell Design Week

“

The approach

Building a hybrid AI and motion design workflow

Combining emerging tools with a practical production pipeline

Working with The Allotment, we developed a workflow that combined AI-generated motion with traditional motion design and compositing.

This allowed the still photography to gain subtle wind movement while typography and branding remained carefully controlled.

  • AI wind animation applied to still flower photography

  • After Effects pipeline for typography and compositing

  • AI upscaling stage to reach final delivery resolution

  • Modular motion system for branding and messaging

  • Structured tracking system for format management

  • Efficient versioning across multiple aspect ratios

The result was a flexible system that supported rapid iteration while keeping the visual identity consistent.

Separating image animation, typography, and mastering stages made the workflow more stable. It also allowed dozens of deliverables to be exported efficiently.

Someone said to me that our recent Deadgood Rugs installation felt more Milan than Clerkenwell,

and that really stuck. The installation had presence. It carried the tone and texture of the collection with real clarity. Momographics understood the rhythm we needed and built something modular and versatile that’s continued to work hard for us across every channel. Smooth process. Confident result.

Elliot Brook | Founder & Director | Deadgood Rugs

“

Execution highlights

  • AI-generated wind motion applied to still photographs

  • Controlled typography fades maintaining brand clarity

  • Sequential flower transitions within a looping structure

  • AI upscaling pipeline restoring delivery resolution

  • Structured asset system enabling rapid format output

Outcome

A city-wide campaign delivered efficiently and at scale

  • Travelator screen takeover at Bank station

  • Digital posters across London Underground network

  • Additional digital formats for banner and online placements

The campaign demonstrated how still photography can scale into motion across a complex media environment. The workflow also allowed the assets to be extended and updated as the campaign evolved.

A structured delivery system allowed dozens of screen variations to be produced reliably. The same visual system could support future campaign updates.

Creative Direction
The Allotment

Motion Design & Animation
Matthew Osborne

Client
Addleshaw Goddard

Start a considered conversation

If you're planning a campaign, installation, or sponsorship activation it helps to think about motion early in the process.

A short conversation can clarify how photography, animation, and production workflows can work together.

We’ll ask a few quick questions first — just enough to understand the context, the people involved, and what you’re trying to communicate — so that any conversation we have is focused and useful from the outset.

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