ABOUT

Reese’s Puffs is a brand with a bold visual identity, so the idea was never just to make cereal look delicious. Directed by Bleed together with Dave Maruchniak, produced by 1st Ave Machine BA for Anomaly, the campaign builds a playful graphic world where product, ingredients, motion and attitude all become part of the same visual language.

Bleed developed the CG and animation from the ground up, exploring how the cereal and its key ingredients could become both appetizing product moments and graphic elements.

From the signature puffs to glossy chocolate, creamy peanut butter and milk, every material was carefully developed and art directed to feel tactile and delicious while still fitting the campaign’s bold, stylized aesthetic.

The animation plays with rhythm, repetition and scale: cereal pieces drop, bounce, orbit and form hypnotic patterns, while fluid simulations and ingredient interactions create more indulgent macro moments. Throughout the process, Bleed explored materials, shaders, simulations, lighting and movement through R&D and testing, finding the right balance between hyperreal food imagery and graphic design.

The result is a playful, high-impact campaign where food visualization becomes part of the brand language, combining appetite appeal, dynamic simulations and bold graphic animation in a world that feels unmistakably Reese’s.

Client: Reeses / General Mills
Directors: Bleed & Dave Maruchniak
Production: 1st Ave Machine BA
Agency: Anomaly
CG & animation: Bleed VFX