Each showcases how food and life can interact in emotional, unexpected ways.
Troika handled writing, directing, animation, original music and sound design for the campaign. Each ID leads with the "food is..." graphic and answers the statement in a surprising way, with text and creative camera work revealing a twist. In one ID, "food is..." segues into gleaming oysters on ice garnished with pearls, caviar and lemon peel, alongside the word "style." In another, the "food is..." graphic is completed with the word "wise," as a fortune cookie turns to reveal its hidden message.
The IDs were shot by DP Steve Moses and enhanced using Adobe Illustrator, Photoshop and After Effects. Apple's Final Cut Pro was used for editing.
Troika credits include executive creative director Dan Pappalardo, director Dale Everett, producer Joan Zierler and designer Heather Kim. Justin Nardone was designer/animator on the project, and John Clark handed animation. Composer Rob Cairns created the original tracks, which range from jazz to electronica to Asian inspired.
Riot handed telecine services.