The Challenge

OREO needed breakthrough creative that would reimagine their iconic brand story for digital-native audiences craving authentic, unexpected content. The challenge was transforming the classic “twist, lick, dunk” ritual into something that felt fresh and culturally relevant while honoring the playful spirit that makes OREO universally beloved.

Our mission:

• Reimagine the iconic OREO ritual through experimental mixed media animation
• Create visual storytelling that blends photorealistic 3D with hand-drawn 2D artistry
• Design content that captures OREO’s playful personality through innovative animation techniques
• Push creative boundaries while staying true to OREO’s fun, approachable brand essence
• Develop concept that could work across multiple digital platforms and formats

OREO’s magic lives in moments of pure joy and unexpected play. We built a concept around the idea that OREO creation happens through delightful collision — literally bringing the cookie’s components together through whimsical storytelling that celebrates happy accidents.

Key strategy elements:

• Playful Collision Narrative Developed storyline featuring two black OREO wafers riding tricycles toward each other while a white cream character rides between them. The inevitable crash creates the perfect OREO sandwich, bringing “twist, lick, dunk” to life through character-driven storytelling.
• Mixed Media Animation Pipeline Created hybrid visual approach combining photorealistic 3D cookie textures with charming hand-drawn 2D character animation. This contrast made ordinary cookie components feel like living, breathing personalities with their own stories.
• Physics-Based Comedy Designed crash sequence that felt both unexpected and inevitable, using cartoon physics to create satisfying collision that results in perfect OREO formation. Every bounce, tumble, and final assembly celebrated the joy of coming together.
• Brand-Authentic Storytelling Maintained OREO’s signature playfulness through character expressions, movement style, and timing that felt true to the brand’s fun-loving personality while introducing fresh visual language for digital audiences.

“When creativity meets brand love — OREO concepts push boundaries while honoring the magic that makes cookies special.”

• Creative Innovation: Developed groundbreaking mixed media animation technique combining 3D photorealism with 2D character animation for food advertising
• Concept Development: Created complete storyboard, character designs, and technical pipeline for experimental OREO storytelling approach
• Visual Language: Established unique aesthetic direction that balanced brand authenticity with cutting-edge animation innovation
• Technical Achievement: Solved complex workflow challenges for seamless integration of 2D and 3D animation elements
• Creative Portfolio: Added experimental food advertising concept that demonstrates ability to push creative boundaries within brand guidelines
• Process Documentation: Developed comprehensive pre-production materials showcasing concept development and technical innovation

• Brand authenticity enables creative risk-taking. By staying true to OREO’s playful spirit, experimental animation techniques felt natural rather than forced, creating concept that pushed boundaries while honoring brand essence.
• Mixed media creates emotional connection. Combining photorealistic 3D cookies with charming 2D characters bridged the gap between product reality and brand personality, making technical innovation feel human and approachable.
• Narrative simplicity amplifies visual complexity. Using straightforward collision story allowed focus on animation innovation and character development without overwhelming the core OREO brand message.
• Concept development requires technical problem-solving. Creating seamless integration between 2D and 3D elements demanded innovative workflow solutions that could be applied to future mixed media projects.