Platforms: Tumblr, Twitter and Vine
A “Fruit & Veggie Takeover” movement launched as part of Bolthouse Farms’ “#URWHATUPOST campaign that’s aimed to make the internet a healthier place. Bolthouse Farms is challenging foodies to participate in the takeover for one week to reach the goal of one million healthy images per day through posting and tagging fruits and vegetables.
Jet Direction was approached to help with this campaign and help bowl the bad out of food porn, literally. Due to the fast turnaround, the team at Jet Direction used a simplified approach to create the characters of the video. A real set was utilized to showcase that typical food came out to life to act out their part in a way.
The story resonated with its audience and brought over 100 thousand views to the video, which drove high traffic to the urwhatupost.com website.
Director: Jethro Ames
Animator: Mavis Davis
Set & Prop Design: Shane Fabila
Agency: Jet Direction
Client: Edelman for Boathouse Farms