Lunchables
Our studio had the pleasure of collaborating alongside director Oskar Bård on two wild, high-energy commercial spots set within the world of Dairylea Lunchables. For this project, the creative vision called for an epic homage to classic alien invasion cinema, and our team was thrilled to help craft the director’s treatment, bring the pre-production deck to life, and tackle a host of bite-sized, snackable monsters.
The primary objective of the pitch deck was to capture the chaotic freedom of a child’s imagination, where an ordinary dining table effortlessly transforms into a sprawling metropolis and a humble packet of Lunchables becomes a fire-breathing pig monster. Our art direction and design team focused on balancing a presentation that felt genuinely blockbuster in scale, Facing kaiju-scale cheese and cracker creatures whilst remaining endearing and homemade.
To communicate this vision, our visual research centred on classic sci-fi and creature-feature tropes. We sourced references showcasing massive cinematic scale, complete with big-budget practical effects and crowd scenes. To counteract the sombre tone typical of monster movies, the pitch deck design injected vibrant childlike playfulness. We integrated the core brand visual identity with bright, saturated colour schemes and friendly, curved typography reminiscent of retro comic book headlines. Set within dynamic, asymmetric page layouts, the final presentation successfully turned high-octane Hollywood drama into an innocent playground.
Additionally, our treatment writing helped establish a humorous, fast-paced narrative voice for the director that clearly explained the visual gag to agency creatives. We detailed how live-action direction, practical sets, and playful visual effects would seamlessly intersect on screen.
The finished campaign was a complete success for our studio. It was a thrill to write and design the pitch deck, and equally rewarding to watch Oskar parody these iconic cinematic tropes so effectively in the final films. Every page of the treatment captured the spirit of uninhibited imagination, proving that with the right creative vision, even the most monstrous appetite for fun can fit inside a lunchbox.