Yeasty

The gist

A.B. Mauri approached us to create an internal video for their H.R. department. We were enlisted to develop a character and story for Saccharomyces Cerevisiae, or commonly known as dry yeast used in baking to make the dough rise.

As a creative director, my biggest challenge was to humanize the scientific jargon. The character had to look friendly but technically accurate. After a few iterations, we had a winner.

After a brainstorming session with the writer, we decided to tell the story through his pov. What better way to learn about his facts than to go on a date with him. And precisely, that is what we did. We set a scene where Yeasty is on a first date and is talking about himself and bragging about his accomplishments.