We Present Work Rules in a Fun Way Inside a Fulfillment Center

The challenge

Mercado Libre needed an effective and engaging way to showcase examples of poor practices in their warehouses, without sounding preachy. The solution: fresh, fun, and quick animated videos that are projected on screens within the warehouse, serving as informative clips alongside other relevant content. Since the internal campaign was about to launch, production time had to be brief, without sacrificing quality.

The idea

Inspired by the classic Coyote and Road Runner cartoons, where Coyote’s mishaps are the comedic focus, we created a similar approach for these videos. We designed a character that could exemplify common mistakes employees might make. After exploring several concepts, we decided that the character would be a “little Mercado Libre box,” an object employees are already familiar with. This box was designed with a dynamic silhouette and action line, avoiding any rigidity to keep the visual style appealing and relatable.

The physical comedy style we developed makes the accidents funny, but with a clear message about consequences. We used chibi-style expressions to soften the tone, and each clip ends with a simple moral. These videos, each 15 seconds long, clearly present a problem and its consequence, making it easy for employees to grasp the message.

The result

Thanks to well-implemented processes, we were able to develop these animated clips in a short timeframe, without compromising quality. The result was a series of videos with a unique style and a fun, memorable character that aligns with the needs and environment of Mercado Libre.

The storytelling in these videos was developed without dialogue, focusing on exaggerated expressions and frontal shots, which also helped optimize the budget. Additionally, we employed cut-out animation to streamline production and maintain visual consistency.