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NutraCheck — the calorie tracking and nutritional science app — wanted something bold, human, and unapologetically them. A film with personality. A concept that didn’t just explain the product, but felt like a breakthrough.
We pitched six ideas. After some back-and-forth, mockups, and storyboards, we landed on this:
a literal food fight between cluelessness and control.
We cast a range of big personalities — from a desk jogger to a woman conducting her own invisible orchestra — to show how chaos in our diets is everywhere.
The concept? People going from “I’m scared of what’s in my lunch” to “I’ve got this.”
We turned an abandoned yoga studio into a fake office.
We gently (mostly) flung potato salad and yoghurt at actors.
We used fishing wire, reversed footage, and a whole lot of cleaning spray.
Because CGI’s fine — but real mess is better.
