We teamed up with Match MG on this series of commercials promoting the latest Healthy Choice “Power Bowls” selections. Playing with the idea that vibrant, healthy, flavorful ingredients are powerful things, we created dynamic, almost psychedelic spots to show it.

Our journey through the Cravebowl universe features four different dishes and their starring ingredients popping and turning in a kaleidoscope effect of whirling color. Simple 2D background patterns act as deep windows in space, making our push-ins transform in surprising ways. The bowls and all of the separate ingredients were filmed and placed in our graphic world with one exception: We created the last package in 3D. That helped us keep the packaging up to date with Healthy Choice updates as they evolved over the years. It’s relatively easy and much more cost effective to do that work in CG rather than reshooting.

For the spicy Korean-inspired Beef Bowl, kale presto-changoes into spinach and a wheel of shiitake mushrooms unfurls to reveal carrot spikes,

For the Adobo Chicken Bowl, a circle dance of poblano peppers gives way to an avalanche of pepitas.

And for the vegetarian White Bean and Feta Salad, a grid of greens opens to spinning beans and cheese crumbles.

It was a lot of fun to deconstruct/reconstruct the bowls—elevating viewers ideas about packaged food’s potential.