H&M - It's Pleat, 2D Animated loops
Production Company: Cinematic Animation
Client: H&M
Animation: Veronica Wallenberg
It’s Pleat was an in-store café concept created by H&M, combining food, coffee and design within the retail environment.
As part of the project, Cinematic created a collection of playful 2D animations for digital screens, social media and other digital communication channels.
The animations were created in After Effects and explored a variety of visual styles and techniques, ranging from bold black-and-white graphics to more colourful pieces. Each animation was given its own character while remaining connected to the overall visual identity of It’s Pleat. Working with short, looping formats gave us room to experiment with movement, timing and graphic expression.
The work shown here represents a selection of the animations created for the project, focusing on some of the black-and-white pieces. The complete collection also included animations in colour and additional visual styles.
The result was a varied collection of quirky animated loops, designed to bring movement and personality to the It’s Pleat experience across both physical and digital spaces.