What happens when you present some creative kids with unfamiliar words pulled off the ingredients list of processed foods? Well, they come up with some spectacular interpretations, if studio Hornet’s new “Live Unprocessed” campaign for Arla Foods’ cheeses is anything to go by.
To create the company’s first-ever fully integrated US campaign, directors Dan & Jason and Yves Geleyn collaborated with Carmichael Lynch. For this project, the studio team was asked not only to direct the spots, but also be key players in front of the camera as they sat down with kids to ask them what they thought oddly named things like rBST or Xanthan (ingredients often found in dairy products) were. The young collaborators described the chemicals as crazy monsters, sketching them out for the directors to bring to life in fantastical animations.
In addition to 30-second adverts, behind-the-scenes mini documentaries take viewers through this unique creative process and giving us all a peek inside the studio. In describing creating the “rBST” film, director Dan says of their pint sized inspiration, “Leah is both like our audience, but she is also a little bit like our boss.”