King Arthur Flour®
Project: "Its all heart"
Running Time: 2x 30 seconds

Overview: Hatchling Studios created two spots to run on Food Network to promote the best flour there is, and to teach others why it's the best flour.

Creative: King Arthur Flour is so good because it is unbleached. To get a white flour without bleaching they have to use only the white heart of the wheat berry. Hatchling centered its animations around that element.

Technical: The texture of the wheat was hand painted while Hatchling's texture artist examined a wheat berry through a microscope.