Special K Cereal Spot by Peter Sluszka

Even though origami is the flavor of the moment—so hot that even McDonald’s is doing it—the sheer amount of labor involved in producing this Special K stop motion spot makes it rather impressive. It was directed by Peter Sluszka at New York-based Hornet Inc.

There’s a making of video in which you can listen to ad agency and marketing peeps waxing eloquent about work that they didn’t do. But leave it to the director Sluszka to offer the best comment in the video: “What it really requires is hours of people folding paper.”

CREDITS
Production Companies: Hornet Inc/Blinkink
Director: Peter Sluszka
Executive Producer: Jan Stebbins
Producer: Zack Kortright
Line Producer: Joel Kretschman
Editor: Anita Chao
Art Director: Mandy Smith
Director of Photography: Ivan Abel
Lead Compositors: Peter Fink, John Harrison
Compositors: Adam Yost, Yussef Cole
Roto Artists: Ted Wiggins, Rafael Mayrhofer
Storyboard Artist: Carlos Ancalmo
Motion Control Operator: Richard Coppola
Gaffer: Michael Yetter
Best Boy Electric: Casey Wooden
3rd Electric: Jarod Kloiber
Key Grip: Matt Walker
Best Boy Grip: Matt Cryan, Brian Yost
3rd Grip: Bob Blankmeir
Animators: Hayley Morris, Matt Somma, Kevin Coyle
Fabricators: Connie Chan, Ben Kress, Ben Friesen, Peter Erickson, Junko Shimzu, Michaela Olsen
Art Deptartment Assistant: Kevin Coyle
Food Stylist: Elizabeth Bell
Food Stylist Assistant: Mireya Acierto, Brett Regot
Production Assistant: Tim Kuhl, Eric Duke, Rafael Mayrhofer
1st AC: Nate Spengler
Phantom Tech: Mark Sashara

Advertising Agency: Leo Burnett
Creative Director: Karen Reed and Natasha Ali
Executive Creative Director: Mylene Pollock
Copywriter: Liam Bushby and Alison Stevens
Art Director: Liam Bushby and Alison Stevens
Account Team: Carly Pritchard, Dominique Gomes, Sofia Sarkar
Project Manager: Gaynor Goldring
Planner (Creative Agency): Olivia Heywood and Charlie Kirkbride
Agency Producer: Serena Schellenberg


  • FabInNYC

    Very nice piece. And thanks for pointing out the obvious– the making of is infuriating. Anyone who’s ever worked on a spot like this knows that a huge amount of the actual design work and concept falls into the hands of the director and his team, and on stop-motion jobs often into the hands of skilled fabricators whose names are usually the last credits listed, if listed at all. Then the agencies produce these making of videos where they talk about how brilliant they are for coming up with the idea of origami butterflies morphing into a cereal box.