Search form

Aggressive Creates Whimsical Web Spot for Beech-Nut

Aggressive partners with Story Worldwide to create “Just Gentle Cooking,” a new web spot for Beech-Nut Nutrition.

Live action and design studio Aggressive recently completed work with ad agency Story Worldwide on “Just Gentle Cooking,” a whimsical new web spot for Beech-Nut Nutrition that reveals how the company has been making “Real Food for Babies” since 1891. Using a combination of frame-by-frame 2D animation and warmly shot live action, Aggressive conceived and created a compact version of the Beech-Nut factory on the wooden table of a cozy, real-world kitchen. “Just Gentle Cooking” launched in September.

Focusing on Beech-Nut’s organic, “homemade” process of making the best baby food, Aggressive’s web spot visualizes every step that goes into the Beech-Nut process -- from the shipping of top-quality ingredients to the resulting food going into jars on a conveyor belt – all through a delightful combination of animated and real-world elements. An animated drawing of a fruit shipment slices through a real pear; animated fruit is washed in a real glass of water; a slice of carrot transforms into a stove; and more.

“We were looking just for the right balance of technical production terms and organic simplicity,” says Aggressive’s Alex Topaller, who co-directed the spot with partner Dan Shapiro. “Beech-Nut’s process is not very different from homemade, and I think our combination of a cozy home setting and hand-drawn animation made for an excellent balance.”

Source: Aggressive

Jennifer Wolfe's picture

Formerly Editor-in-Chief of Animation World Network, Jennifer Wolfe has worked in the Media & Entertainment industry as a writer and PR professional since 2003.