St Michel
No matter how big the campaign, Owen Trevor Black instinctively gnaws his way to the sweet centre, and we were thrilled to join him in plunging headfirst through the centre of this doughnut campaign for St Michel. The challenge for this whimsical project lay in sourcing research for each distinct historical era, as well as undertaking some serious image compositing. We had to walk a delicate creative tightrope, ensuring we captured the expansive magic of the script without overselling the concept or over-promising on the final production reality of the commercial.
We worked hard to blend these disparate timelines and fantastical figures in a single cohesive, comedic aesthetic. Making use of the bold St Michel branding, we injected a sense of playfulness, using vibrant orange to offset the more restrained colour-scape of our historical backdrops. Including browns in our design palette also afforded a natural association with chocolate, maintaining a constant connection between the concept and product itself, amplified by a fun incorporating of the Doonut in our title typeface.
The fantastic series of commercials this treatment ultimately helped to conceive are another showcase of Owen’s affinity for imaginative concepts. It was a delight for us to work with him on this and we doubt we’ll get another project that poses the question, “Who invented the doughnut?”
