Abbott’s Bakery Smooth Oat Creating Appetite for Something New
Launching a new loaf into a crowded bread aisle meant doing more than announcing its arrival. Smooth Oat offered the goodness of oats without the coarse texture people often associate with healthier wholegrain breads. The opportunity was to make that difference instantly felt: a better-for-you choice that didn’t feel like a compromise for people who simply loved soft, smooth bread.
That product truth became the creative idea. Playing on smooth moves, we used slow motion to turn the loaf’s arrival into a fluid, playful product story—mirroring how effortlessly Smooth Oat could fit into everyday life. Built across social and online video, the campaign made a new healthier choice feel less like a switch and more like an easy move.
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The idea started with a simple tension: people might want the goodness of oats, but not the dense or coarse texture they often associate with healthier wholegrain breads.
Smooth Oat offered a way around that compromise. Using slow motion as a playful expression of smooth moves, we created a visual idea that made the product difference tangible without over-explaining it. Ingredients floated, fell and landed with unexpected ease, mirroring a loaf that could bring oats into the everyday without disrupting the soft, smooth bread experience people already loved.
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A new product can’t arrive quietly, especially in a fast-moving social feed.
While the food moved slowly, the typography did the opposite. Bold type, sharp transitions and unapologetic product messaging created a deliberate contrast to the fluid imagery—interrupting the calm to announce something new. That push and pull gave the campaign its energy: smooth enough to express the product truth, bold enough to create genuine standout and drive recognition at launch.
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What looks effortless on screen took precision, patience and plenty of trial and error.
Each ingredient was physically suspended above the shot, then released by cutting near-invisible lines at exactly the right moment to capture its fall in slow motion. Take after take was repeated to find the perfect trajectory, rotation and landing—without losing sight of the thing that mattered most: food appeal.
The challenge was to embrace the unpredictability of real ingredients in motion while still landing on a sandwich that felt beautifully art directed, genuinely appetising and unmistakably Abbott’s. That balance of control and chance gave the smooth moves idea its tactile reality, with every final frame working just as hard as the movement that created it.
Creative Concept Development
Art Direction
Storyboarding
Motion Direction
Shoot Art Direction
Slow-Motion Food Choreography
Food Photography Direction
Food Styling Direction
Typography Direction
Social Content Design
Online Video
High-Impact Social
Campaign Rollout
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Creative concept, art direction, campaign idea, food photography direction, motion/storyboarding direction and digital rollout.
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Agency: BMF
Client: George Weston Foods
Photography: Cris Cordeiro
Editor: Nico Engelbrecht