Misfits Market

2022

Almost a third of food grown in the U.S. never gets harvested because it doesn’t meet the superficial standards of a traditional grocery store. That’s nuts. (And also tomatoes. And zucchini.) This brand film celebrates how Misfits Market has worked out a better food system that gets high-quality, responsibly sourced goods to your door for less.

The Two-Headed Eggplant

From the odd-shaped veggies to the hyper-curated food producers and quirky brands, Misfits offers a beautiful diversity that we wanted to celebrate.

Misfit beauty

We injected a lot of quirk into our approach, and our directing decisions are flush with odd choices that feel Misfits-y. From the expressive design and animation to the custom typography and the stop-motion feel—we wanted the whole thing to feel like something Misfits would pick up and squeeze.

Developing the look.

We were trying to take the brand voice and art direction into exciting and unexpected places, so we experimented with a variety of animation and photography techniques in order to develop the look. We were shooting for art-forward and elegant, but not snooty. Or snotty.

Cutting out the middle man.

Our crackerjack Strategy department got in early and dug deep working directly with Misfits. Before long, we generated some brand recommendations followed by treatments and some look dev. Next we pulled ref, spun up some scripts, and got to doing what we do best.