The Problem

I was tasked with transforming a plastic spoon into a lightsaber from a galaxy far, far away, all while adhering to the established design aesthetics of the Disney and Lucasfilm franchise—without stepping on any toes. No pressure, right?

The Solution

While the original pitch was solid, it needed a punchy ending. So, we started at the end, brainstorming the idea of a Cheerio flying into the camera and wiping to the cereal lockup. For the lightsaber effect, we avoided mimicking any scenes from the films by focusing on the glow of the spoon and creating a longer streak instead of a traditional saber. The anamorphic black bars helped separate the real world from this whimsical dream, allowing me to add my unique twist to the Star Wars universe.

The Process

Pre-Production: We kicked off in pre-production, collaborating closely with the creative agency to finalize the story arc.

On-Set Direction: On set, I took on the role of Technical Director, ensuring all elements were captured flawlessly for a smooth post-production.

Art Direction: I then stepped into the Art Director role, overseeing a team of 2D and 3D animators to bring the spoon-saber to life.

Animation: Finally, as an Animator in After Effects, I tracked streaks of Trapcode Particular to the spoon and added atmospheric effects to enhance the daydream environment.

In the end, we crafted a whimsical spot that turned a simple plastic spoon into a lightsaber adventure, proving that even the most mundane objects can have a shot at becoming legendary—just like any Jedi hoping to master the Force!

The Problem

General Mills wanted to create awareness for their new product, Very Berry Cheerios. They needed a :05 tag to attach to their existing national commercials, one that would introduce the product to a diverse audience, from kids to adults, without feeling disconnected from the main content.

The Solution

I kicked things off as the Creative Director, pitching concepts that the client loved so much we ended up with two versions: a live-action one for adults and an animated one for kids. Next, I donned my copywriter hat, squeezing several lines into that tight :05 tag—because who doesn’t love a challenge? Finally, I animated the stop-motion Cheerios in After Effects, resulting in two fun tags that felt like they were made for their audience.

The Process

Creative Direction: I teamed up with the client to pitch and refine concepts, ensuring they matched the vibe of the campaign—without stepping on any toes.

Copywriting: I crafted snappy copy that packed a punch in just a few seconds, making sure every word was worth its weight in Cheerios.

Animation: I brought the Cheerios to life with some playful stop-motion magic in After Effects—because cereal deserves to dance too!

The final result was two lively tags—one for adults and one for kids—that introduced Very Berry Cheerios and left viewers craving a bowl. Proof that even a brief moment can make a big splash, especially when it’s cereal-related!