ADDLESHAW GODDARD / RHS CHELSEA FLOWER SHOW
CLIENT: ADDELSHAW GODDARD
CREATIVE DIRECTION: THE ALLOTMENT
MOTION DESIGN: MATT OSBORNE
FLORISH 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 campaign during the RHS Chelsea Flower Show — one of the world’s most prestigious horticultural events.
The campaign appeared across London’s transport network, including large-scale digital placements at Bank station and digital posters across the Underground.
The Flourish in the City campaign used flowers and gardens as a metaphor for helping businesses grow and thrive in London’s competitive environment.
Addleshaw Goddard’s partnership with the RHS Chelsea Flower Show allowed the campaign to connect this idea to one of the UK’s most recognisable cultural events.
The motion visuals extended the campaign beyond the show itself, bringing the floral identity into London’s transport network and public spaces. By introducing subtle wind movement and layered transitions, the still photography was transformed into a living visual system that could carry the campaign message across multiple formats.
THE OUTCOME
A CITY-WIDE CAMPAIGN DELIVERED EFFICIENTLY AND AT SCALE
The final motion system supported a wide range of campaign placements across London.
Travelator screen takeover at Bank station
Digital posters across the London Underground network
Additional digital formats for banner and online placements
The result was a flexible visual system that allowed the campaign to extend beyond the original photography.
By introducing subtle motion and modular design, the visuals could adapt across transport environments, digital placements, and future campaign updates.
The project demonstrates how carefully designed motion systems can help brand campaigns scale across complex media networks without the need for large video production shoots.
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
THE CHALLENGE
CREATING NATURAL MOTION FROM STILL PHOTOGRAPHY ACROSS COMPLEX SCREEN FORMATS
The campaign visuals were based on high-resolution floral photography created for the Flourish in the City campaign.
The challenge was introducing subtle, organic motion while maintaining the calm, premium aesthetic of the original still images.
At the same time the campaign needed to run across London’s transport and DOOH network — each format with different technical specifications, aspect ratios, and delivery requirements.
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 final delivery formats
Maintaining texture consistency through upscale processing
Multiple DOOH and transport screen specifications
Tracking dozens of format variations and exports
The goal was to create motion that felt natural and elegant while remaining flexible enough to scale across a complex media environment.
THE APPROACH
BUILDING HYBRID AI & MOTION DESIGN WORKFLOW
Combining emerging AI 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 AI image animation, typography, and mastering stages made the workflow more stable. It also allowed dozens of deliverables to be exported efficiently.
The animation process combined AI-generated wind motion with a traditional compositing pipeline.
Still photography was first animated using AI motion tools to introduce subtle organic movement. These clips were then brought into After Effects where typography, compositing, and timing could be refined.
Because AI video output was limited to HD resolution, an additional upscaling stage was introduced to restore the final delivery resolution required for transport screens.
Separating image animation, typography, and mastering stages created a more stable workflow and allowed dozens of deliverables to be exported efficiently.
