Film Craft > Production

TWINKIES CEREAL

ARGONAUT, San Francisco / POST CONSUMER BRANDS / 2020

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Supporting Content
Demo Film
Film

Overview

Credits

Overview

Write a short summary of what happens in the film.

It’s the delicious snack cakes we all know and love, now in tiny cereal form. But where did this tiny cereal come from? A tiny cereal bakery, obviously.

Watch these miniature delights as they roll out of the mixing station! Then into the form press, to get that distinct shape. On to the baking station they go, and into the fired-up, state-of-the-art and very tiny oven. After being baked to perfection, these tasty treats continue their journey as they slide down the cooling station. And finally, through the powdering station, where they get their delicious sugar-powdered coating. Mmmm. Introducing new Hostess Donettes, Honey Bun, and Twinkies cereals. From the tiny bakery, to the cereal aisle in your normal-sized store!

Cultural / Context information for the jury

These films are an exciting combination of two things—America’s love for Hostess snack cakes, and the world’s fascination for all things TINY.

The nostalgic Hostess brand of sugary baked snacks are a treasured cultural staple in America. From idyllic childhood TV commercials in the 60s and 70s, to truck-stop snacks and romanticized movie references, these charming treats have earned an unapologetically soft spot in Americans’ hearts.

And from a hamster eating a tiny burrito drawing 12 million YouTube views, to Tastemade’s tiny kitchen with 2.2 million followers, we knew our target audience was drawn to the all-things-miniature trend. Knowing that our media buy was primarily online, by pairing this cultural reality with the nostalgia of the Hostess brand, we were confident our tiny bakery would be a sweet sensation.

Tell the jury about the production design / art direction.

To launch the first-ever cereal version of this iconic treat, we paid homage to the warm nostalgia of the Hostess brand and gave the world a peek into the magical place they came from—a “working” bakery of tiny proportions! Designed after the original 1950s Hostess bakery, we mixed a little Wonka-like imagination with a lot of elbow grease, and the Tiny Hostess Bakery was born.

Built at 1/12th scale, it features all the rich details of a real working bakery—everything from an assembly line of tiny conveyor belts, to a sugar “powdering” station, and even a tiny break room!

We wanted to feel the richness and physicality of the bakery through the film, so we chose the more challenging route of modeling the entire thing by hand and shooting it in camera. Every detail was 3D printed, lovingly painted, electrically engineered, and meticulously assembled by hand!

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