Styleframe and concept for a Kraft Singles commercial: To communicate that Kraft Singles cheese slices no longer contain artificial preservatives and flavours, Kraft planned a pure and simple campaign of three spots. My idea was to reflect the shape of the product and tell the stories in a square by morphing from one picture to the next. I suggested two handcrafted styles: Paint on paper and paper collage.
⇣ Styleframes / Storyboard / Artwork details
⇡ Grilled Cheese Sequence (Styleframe + Storyboard)
⇡ Milk Sequence (Styleframe + Storyboard)
⇡ Artwork detail: Paint on paper (above) + paper collage (below)