San Francisco-based (Colossal) Pictures has completed "I Scream" for Kraft Foods Marshmallow Alpha-bits. Directed by Charlie Canfield for Agency Ogilvy & Mather L.A., the spot is about a group of marshmallow vowels joining up for a rowdy "I scream for ice cream" game. The spot uses traditional cel and computer animation. San Francisco-based Giant Killer Robots did the CGI.