Florida Crystals

Question

How can we share Florida Crystals’ mission in a way that feels local, human, and easy to connect with?

Solution

Invisible Element supported the story with lighthearted character design and animation that highlighted Florida Crystals’ local roots and community values.

Client: Florida Crystals

Agency: Precision Network

Creative Direction & Design: Jerry Liu

Services: Motion Design, Editing, Illustration

Discovery

Florida Crystals Sugar wanted a short, animated video that would highlight their local farming practices and community values in a way that felt warm and accessible. Creative Director Jerry Liu led the art direction and invited Invisible Element to collaborate on the project. The goal: translate a mission-driven message into an inviting visual story.

Process

Jerry established the illustration style and overall tone of the piece, and Invisible Element jumped in to design a diverse cast of characters and supporting visuals that matched the established look. Each element was designed with simplicity and charm.

The animations were built in After Effects to support voiceover pacing, convey key economic messages, and keep the tone upbeat throughout.

Solution

The final animated spot used friendly visuals and clear storytelling to walk viewers through the Florida Crystals supply chain—emphasizing their local roots and positive community impact.

Paired with a short jingle and used across digital platforms, the video reinforced the brand’s values while encouraging consumers to feel good about buying local.