miracle whip "ANTHEM" mcgarry bowen
directed by henry lu at MOXIE
title design & animation by THE WILDERNESS

working with henry lu, we conducted a thorough exploratory, attempting to capture a hand made and unpolished aesthetic in order to appeal to youthful and/or counter-culture sensibilities. we experimented with different media and finally decided to employ hand-painted stop-motion type. this process required the construction of a rig to support large transparencies. we then filmed frame by frame making minor adjustments with an overhead camera to capture the variations in each paint stroke. the final product lent a simple, yet bold and textural character to this successful MIRACLE WHIP campaign. p.s. the colbert spoof says it all!