From the chewy joy of boba to the fiery heat of Nashville hot chicken, eating isn’t just about getting enough to eat. It’s a dynamic experience that makes us all feel strong feelings.

Postmates, which was the first company to serve food, is taking advantage of this food craze with its latest marketing campaign, “This is Your Brain on Food,” which rolls out all through September. Every part of the integrated campaign, such as the short films, celebrity partnerships, and out-of-home murals made by LA artists, solidifies Postmates as the brand that can satisfy even the most extreme cravings.

David Kim, executive creative director of Postmates, said, “We loved the idea that eating certain foods can cause full-body experiences like euphoria, comfort, and even a kind of pleasurable pain (think Nashville hot chicken)” “And that they could be called at any time through our app.”

Here is a big part of the campaign: a set of five short cartoon films made by nine different artists. The artists were asked to make a short film in their own way that shows how different foods affect the senses. Some of the foods in the film are boba, donuts, hot chicken, soup dumplings, sushi, and BBQ. The film is running on TikTok, Instagram, X, and Snapchat, and each user has their own filter to use.

The following Boba short was made by multi-talented artist Laurie Rowan, who used 3D CGI and 2D effects to make it feel like having a flavorful, floral boba tea. In the ad, a skater with a boba head leads people through a busy and colorful boba city where tapioca balls pop up all over.

Jen Stark is a well-known public artist in Los Angeles. She has also painted paintings outside of people’s homes with boba as the theme. One is in West Hollywood at 8251 Melrose Ave and the other is in Hollywood at the corner of Santa Monica Blvd and Wilton Place.

Angela Kirkwood, an artist and animator, made the Donut short below. It looks like it was inspired by cartoons from the 1990s.

Here is an ad for Howlin’ Rays, a restaurant in Los Angeles that serves Nashville hot chicken. This clay animation short was made by animation filmmaker Veronica Solomon and director-painter Gustaf Holtenas. It tells the story of Keith, an ordinary motorcycle driver, who eats some magic hot chicken and turns into the famous flying biker Diablo.

It also has the painting below by Akiko Stehrenberger, which is based on hot chicken and is currently at the corner of East 8th Avenue and S. Los Angeles Street in Downtown LA.

painting of howlin’ rays

Shynola, a team of directors nominated for an Emmy, made the Soup Dumplings short, which features an Austin business called Bao’d Up. The movie used both 3D and 2D methods to show a strange world where a character is so full of soup that he rides a steaming hot geyser of broth into the sky.

The Sushi short was made by Lina Reidarsdotter Kallstrom and Louise Silfversparre of Double Up Studio. They used Cinema4D and Octane to make it. It shows how luxurious it feels to eat really good sushi. A pearl comes to life, sets the world in motion, and leads sushi-inspired shapes in a dance full of sparkles and twirls.

In the last film in the series, which is about barbecue and was also made by Shynola, a hungry monster rips the actress’s head open while screaming with hunger and then grabs a bite of the tasty meat with its claws. The monster was created in the usual way, but Shynola used a special method to make it look like a scratched celluloid film. The animation frames were put together on “contact sheets,” which were then printed on paper. Shynola says that each acetate cell was carefully scratched onto sheets of acetate that the team had prepared with acrylic spray. The last step was to put each cell through a high-resolution scanner and put the image back together.

Nexus Design Studio, which is part of the production company Nexus Studios and works on motion design, helped find the nine artists and helped make their animated VFX projects come to life.

“It was a great design challenge to show how food makes you feel through stories in different animated styles,” said Harry Butt, creative director at Nexus Design Studio. “Some feelings are the same for everyone, like how spicy food makes you feel. But capturing how a sugar rush makes you feel means something different to each person. We got very detailed because we wanted to make something that everyone could understand.

“People are passionate about their food choices because eating is an emotional experience,” said Mother’s creative director, Dave Estrada. What you eat can tell a lot about how you feel and how you want to feel. We made these little expressions and worlds that remind us of how it feels to eat the things we love from the places we love the most. Almost like a high. Postmates rejoices with you every time you get the food you want because of that trip.”

Postmates asked artists from each area, like @domenicaaq and @itsbridgettebitch, to show how food makes them feel in a creative way on TikTok. Later this month, content from the two people will be shown.


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