Egg Films in conjunction with M&C Saatchi Abel approached us to design and create 4 type pieces for Travelstart’s Black Friday deals this year.
Source Food was involved in developing the type pieces by researching and applying the correct ingredients and dishes to each country. We created mockups of the type and layout first, and then we researched each ingredient and eliminated all elements not suitable for dogs.
We created some weird and interesting concoctions such as gelatin-coconut soup and jelly-baked-beans to firm up some elements and then cut out and crafted each letter by hand.
The application process was quite a physical effort, as the ads were shot from underneath a glass surface to capture the reaction of the puppies from underneath. We applied the food onto the elevated glass surface, the type reading the wrong way around, all the way having to ensure we don’t lean on the glass and that it is kept clean at all times.
It was a hectic and long shoot day, but it all turned out to be a success!
See the ads and the most adorable puppies below.
Green, yellow and orange melon & kiwi
Yellow rice with carrots
Krummelpap with corn
Rosemary sosaties with chicken, baby gem, red pepper and baby marrow
Braaibroodjies with tomato and cheese
Coconut turmeric soup with coriander, carrot, baby corn and red pepper
Vermicelli noodles with sesame seeds
Egg fried rice with carrots, red pepper and peas
Turmeric charred chicken strips