We started with a question: What does it actually mean to be “highly thoughtful”?

The answer: it’s not about what our snacks do. It’s about how they’re made.

They can’t walk your dog or remember your birthday — but they are organically grown, allergy-friendly, school-safe, and made with care for people and the planet. That became the creative unlock.

Our concept played into that tension:

“Our snacks wish they could do all the thoughtful things. They can’t. But here’s what they can do…”

And since our packaging is our most recognizable asset — and a major investment from a sustainability perspective — we decided to make the MadeGood box the star of the show.

Inspired by the beautifully fluid transitions in the “Assume That I Can” campaign for World Down Syndrome Day, I wanted the ad to feel seamless and energetic — a visual journey through scenes rather than just cutting between them.

Key creative choices:

• The box becomes the transition device — morphing into a bouquet, an outfit, sunglasses, and more, before leading us into real-life snackable moments

• Handcrafted animation: I sourced and collaborated with a New York-based paper artist to hand-make and animate these box transformations using our actual packaging

• Thoughtful production design: Each scene was built with an emphasis on warmth and relatability — staged in-studio but styled to feel open and airy, from basketball courts to balconies

• Talent casting: We aimed for diverse, joyful, real-feeling people, so the tone felt inclusive and naturally happy

• Collaborative leadership: I hired the creative team — including the director and food stylist — and worked closely with our set designer to bring each visual idea to life within budget constraints

• On-set direction: I was on set throughout the shoot to guide the tone, performance, and pacing so the final piece felt bright, emotional, and intentional