CHEERIOS PROTEIN

HONEY NUTS FOR YOU CAMPAIGN

Suzanne Clements is a commercial food photographer/director and stop motion animator represented by Erica Chadwick at Etc. Creative, Inc. in Chicago. She was hired by Chicago-based ad agency, Edelman and General Mills to produce a collection of stills and one stop motion animation.

The killer concept promotes the latest Cheerios protein cereal variety. Honey Nut Cheerios Protein isn't just good. It's so far beyond the competition that you know it's "The One." The campaign, Honey Nuts for You, leans into that love story with four limited-edition rings. We shot the 8k gold ring, representing the 8 g of protein per serving. The campaign is a fun throwback to the days when cereal boxes came with actual prizes inside, except this time the prize is real jewelry and the vibe is full-on cereal soulmate commitment.

PLAYFUL AND PRECISE

Production Strategy

We planned for big mood on this one. Between the colors, the lighting, and the textures top to bottom in props, wardrobe, and set… soft, tactile, and cosy was totally covered.

A SHOOT THAT BALANCES

PERSONALITY, HUMOR, AND BRAND INTEGRITY

Sunny beams of light were to be filtering through the set. All of it adds up to a big, affectionate, soft, sunny hug.

Fog machines + plus beams + talent = time… lots of it.

THE SOLVE = Add atmosphere in post

That decision proved to especially beneficial as the project ultimately decided to go clean, no atmosphere to keep the attention fully on the product and the rings. It was also a great decision that gave us more flexibility and efficiency in post-processing edits.

THE SHOT LIST SKETCHES

I started by sketching out each shot and animation, this process started as we worked to refine our schedule and shot list to fit the budget and campaign needs. It’s an excellent way to ensure we’re all on the same page, that we’re considering proportions, logos/lockups and copy space appropriately. As usual, we needed these images to be able to play well in a variety of proportions, tall, wide, you name it, so I made sure to give everything breathing room.