CAKE
- Art Direction
- Audio Supervision
- Concept
- Design
- Editorial
- Live Action Direction
BRIEF: CREATE ABSURDLY DELICIOUS SHOW PACKAGING
FX was looking for show packaging concepts that would match the tone and vibe of its irreverent new content block, deliciously named CAKE. Because the show is a mix of different formats that take on so many different forms, they wanted to create a unique show package with its own sweet style for each episode. We pitched the idea of fully decorated cakes falling out of mid-air in unsuspecting environments, and ended up creating four unique show packages under the concept.
SOLUTION: FOUR SHORT STORIES OF FRESHLY BAKED SURPRISE
Using a phantom camera to capture the cake smashage in all its glory, we directed four mini-stories that were cut up to serve as one show open and six bumpers per episode. “Intersection” tells the messy tale of a millennial getting a wake up call from a sheet cake. “Washer” features a surprise falling into a basket of freshly laundered clothes. “Dunk” features a frosted alley-oop, and “Heavy Metal” conjures satan’s treats at band practice.
A SLICE OF THE PROCESS
We had a blast designing the CAKE logo into custom objects for each shoot, such as a championship banner, stop sign, and retro laundromat decor, and selecting the perfect cake for each scene. From chocolate frosted to ganache to funfetti, we tested breakage, crumble, and impact before the day of the shoot on our studio mannequin, “Tad,” who became invaluable to our process. And yes, many cakes were harmed in the making of these spots.
