From the field to the pack, in one breath.
A World Potato Day film for KRAX salty potato chips by Shirin Asal. The KRAX mascot walks a potato field at sunrise, cuts through a storm of flying potatoes, and the slices turn into chips in a burst of light before landing in the pack.
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The idea
A calendar moment like World Potato Day is an open invitation for every snack brand, so the film has to earn its place by saying something only a chip brand can say: that the product starts as a vegetable in the ground. The whole film is that journey, told in one continuous run from soil to pack.
The end frame carries the line “Real potatoes. Real flavor. Real joy.” — the story the film has just shown, written down once.
The craft
The mascot is built as a character, not a logo with legs: sunglasses, denim, a walk with attitude. Golden-hour light holds from the first frame to the last so the field, the storm of potatoes and the packshot read as one world.
Approach: Mascot character animation · Calendar-moment content · Vertical-first framing
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