conversations with little me

speculative campaign for Kraft mac & cheese

Kraft, known for its all-american cheesy mac & cheese, packaged in its iconic blue and yellow cardboard box, is a corner-stone of childhood. In this speculative campaign, Tracy Zeng and I imagined how to bring the comfort of Kraft to young adults, faced with the strange and scary in-between of childhood and adulthood.

In this stop-motion animation series, the four easy steps of making mac & cheese are each transformed into a playful creature connected to an essential childhood quality: bubbly, relaxed, wild, and confident. This campaign hopes to empower young adults, connecting them with the innate childhood wisdom they may have lost along the way.