Kraft Singles

Kraft planned a campaign to promote the new Kraft Singles – the square cheese slices – without artificial preservatives and flavours. I proposed a concept with storyboards and some styleframes for the three planned spots. My idea was to reflect the shape of the Kraft Singles cheese slices and tell the stories in a square by morphing from one picture to the next – from farm, to cow, to milk, to cheese, to grilled cheese. I suggested two handcrafted styles: Paint on paper and paper collage.