SAN FRANCISCO - Creative production agency Avocados and Coconuts (www.avocadosandcoconuts.com) recently produced four comedy spots for food recycler Mill. Conceived as part of Mill’s 2024 brand campaign, the spots live up to the campaign’s tagline, “The Wonderful Feeling of Wasting Nothing,” showing viewers how reducing food waste can be cathartic, life-changing, and maybe even help them find true love.
The Confession
The videos launched on digital and social platforms, following a multi-channel New York City-focused “Make Food, Not Waste” campaign featuring a :30 spot. Avocados and Coconuts shot all the spots over four days at various locations around Los Angeles. For added efficiency, they cast talent in multiple roles across the spots. A choice of camera angles and movement helped to create visual intrigue.
“Each of the scripts amped up the passion that the characters feel about the problem of food waste to a kind of absurd level, giving the actors roles they could really sink their teeth into to find the sweet spot where the humor lives,” explains Amani King, executive creative director of Avocados and Coconuts. “Selling the gag required a strong cast who could authentically convey that feeling — no matter how absurd the situation was — through the dialogue, their physicality and facial expressions. We wanted the absurdity to live right alongside a genuine relatability.”
The Faker
While the Make Food, Not Waste spot for the New York market takes a different tone than the “Wonderful Feeling” campaign, Avocados and Coconuts approached the production with the same creative efficiencies by sharing talent and locations. The video features a dinner party, along with all the fun and mess that comes with it.
Chaz David directed for Avocados and Coconuts, with David Vollrath serving as director of photography. Dana Shaw edited The Wonderful Feeling of Wasting Nothing. Avocados and Coconuts' Hanna Moradi cut
The Date, while Brendan Bric edited both
The Faker and
The Confession. Mill's Andy Fink cut
Make Food, Not Waste.