Weight Watchers : Approved By Life

“Here’s a company with an apt name. Mighty Nice are big on craftsmanship when it comes to their work, whilst also being absolutely lovely and approachable at every stage of a project. Strong technical skills are backed with a great eye for illustration and design to create quality animation with stunning visuals.”


The rollercoaster journey of life is illustrated using a flowing inky line. Using beautiful illustrations by local talent, Andrea Smith, and a combination of 3D and motion graphics software for animation, this campaign has flowed on from TVC into print and web seamlessly.


BMF wanted to reinvent the weight loss message for Weight Watchers. The freedom to get on with life, a weight loss plan that is approved by a life. The campaign was designed to reassure consumers that the Weight Watchers program can fit easily into their lives without eliminating the foods or celebration events that they love.

Winning many awards for its art direction and forward-thinking, the campaign didn’t feature any before/after photos or even a person in full view.

  • Director
    Darren Price
  • Producer
    Trish Knapp
  • Illustrator
    Andrea Smith
  • Designer
    Softly Dunstan
  • Lead Animators
    Pete Nizic
    Wayne Osborne
    Stefan Wernik
    Olivia Watson