When gourmet food superstore Foodhall opened its first three storey store in Bandra, they had a 40 foot LED display that needed video content tailored to the ultra specific format. To create a stop-motion piece that could be rearranged to fit both standard formats and the LED display, we took a non-traditional approach with the animation. Each element was shot separately on a blank background, hundreds of these photographs were then cut out and the elements isolated, and finally, all the individual elements were put together digitally. We made sure not to waste any food that could be used after the shoot, and the choreographed fruits and vegetables were both a visual and literal feast.

Animation Director: Mehr Chatterjee

Animation Assistant: Aditya Dutta

Production: Catnip (Kunal Punjabi, Reema Maya)

Assistant Producer: Kush Patel

DOP: Karan Paul

Food Stylist: Bijal Jobanputra

Colorist: Divya Kehr

Image clean-up: Aditya Dutta, Kush Patel

Agency: Please See