Help Yourself

Comfort gets a bad rap. It’s been labeled as something negative, lazy. As a classic comfort food, Mac & Cheese couldn't have that. It's time to Help Yourself to whatever makes you feel good... and celebrate every cheesy bite.

For Kraft Mac & Cheese’s rebrand we set out to create an ownable world of feel-good comfort for Mac & Cheese. To bring this to life we worked with Rezonate Studios to develop a number of quirky and unique noodle-limbed characters. Each helping themselves to a bowl of Mac & Cheese while living lives of comfort.

This then came into real life for our TVC Skip where we witness our protagonist skipping the pressures of the everyday with a noodly bounce in his step.

Adweek / AdAge / AdAge Marketer of the Year / AdAge Kraft Heinz Accounts / Marketing Dive / Brand innovators

Indigo Gold Winner in Character Design for Graphic Design / Indigo Gold Winner in Illustration for Graphic Design / Indigo Silver Winner in Digital Ads and Campaigns

TVC

Role: Creative Director, Johannes Leonardo

Director: Jack Begert, Psycho Films

Illustration & Animation: Rezonate Productions