Betty Crocker
FUNda
MIDDLES
It's what's inside that matters.
To launch Betty Crocker's FUNdaMIDDLES, we turned cupcakes into characters—using handcrafted stop-motion animation to bring the product's filled center to life.
Every execution celebrated one simple truth:
It's what's inside that matters.
ROLE
Senior Art Director
Creative Concept
Art Direction
Integrated Campaign
Comercial Production
THE IDEA
The product was the story.
Instead of talking about the chocolate-filled center, we turned it into the campaign itself.
Every handcrafted character brought the product promise to life.
FILMS
A product demo disguised as entertainment.
Three handcrafted stop-motion films where every character revealed the product promise from the inside out.
Surgery
: 30 TV
Crafted by Hand
Every frame was handcrafted, giving each character a tactile personality impossible to fake digitally.
Hair Salon
: 30 TV
Party
: 30 TV
