Pillsbury - Breakfast Avalanche - (2013) :15 (United States)

New York City-based creative post team, Fluid, Butter, Mr. Bronx, and Platige Image, have rolled out a charming arts & crafts-style campaign for Pillsbury Toaster Strudel. Commissioned by Saatchi & Saatchi, the ads are the result of an all-inclusive effort executed by the entire Fluid family, making for a cohesive final product and a showcase for the companies’ full-service capabilities.
In “Breakfast Avalanche” and “Sweet Symphony,” Pillsbury’s famous Toaster Strudel line gets a handicraft makeover with beautiful paper cutout visuals and an amusingly cheeky voice-over. Charged by Saatchi & Saatchi creatives to help turn the traditional table-top spot on its head, The Fluid, Platige, Mr. Bronx, and Butter crews worked closely with Animator and Über Content director Molly Schiot to perfect the campaign’s quirky tone. The alliance of post pros delivered polished, subtle touches — including expert cuts from Editor John Piccolo, impeccable sound design from Butter’s Fred Szymankski, and understated VFX flourishes and mixing — to enhance Schiot’s vision.

“It was a total team effort,” stated Editor John Piccolo. “Molly’s stop-motion work is amazing – whimsical, organic, and completely unique. We were all very excited to be working with her, so once I had a rough assembly laid out, everyone hit the ground running to tie it all together.”

The rest of the Fluid family was equally thrilled with the collaborative process. “While Molly was busy crafting sets, we’d have JP putting together rough cuts, and Platige adding touches of animation and 3D to Molly’s textural elements,” noted Executive Producer Laura Relovsky. “Having all the essentials of the post process in-house made for a remarkably easy and coherent workflow. We were able to meet spontaneously with each other and the agency to discuss new ideas, allowing us to push through the project quickly while really taking our time and enjoying the process.”

A third spot in the campaign, entitled “Flavor Cannon,” will air later in the year.

Client: Pillsbury
Agency: Saatchi & Saatchi, NY
Executive Creative Director: Patrick Clarke
Art Director: Tiffany Liu
Copywriter: Morgan Perrine
Producer: Ian Kelly
SPL: Ashley Molton
Account Supervisor: Aditi Reddy
Account Executive: Kate Tyler

Production Company: Über Content
Director: Molly Schiot
Executive Producer: Phyllis Koenig

Editorial: Fluid
Editor: John Piccolo

VFX: Platige Image NY

Music: Butter Music and Sound
Sound Design: Fred Szymankski

Mix: Mr. Bronx Audio Post
Mixer: David Wolfe