KRAFT – SQUARE IT
This collaboration with Johannes Leonardo was as exciting creatively as it was challenging technically. They came to us with an amazing script that eventually became the song you hear in these two 15-second spots. Inspired by the strict rhythm of the text and the square shape of the Kraft Single, we created a “square dance” that engages our four characters and our camera in precise, controlled movements around and across the central square table. An energetic edit shows the dance from far and near, and focuses attention on the flavour and textures of the iconic Kraft Single. Huge thanks to the team at JL in NYC for being the best kind of crazy.