- Agency: Thingy & Thingy®
- Client: Oat Cult
- Category: Video Design — Food Commercial
- Location: London, United Kingdom
- Project Brief: Create a food commercial for Oat Cult’s Tiramisù overnight oats that challenges conventional food advertising through surreal folk-horror storytelling, atmospheric cinematography, and bold product presentation.
Most food commercials for breakfast lean on bright kitchens and sunny mornings. Oat Cult, an overnight oats brand, launched its Tiramisù flavor with Thingy & Thingy through a black-and-white folk horror short about a ritual in the woods.
The film is grainy and high-contrast from start to finish, with villagers in bonnets and torn wool cloaks. One low-angle shot looks up at four of them from the dirt, framed by tall pines like they’re standing over a grave.
The edit takes its time with wide forest shots, then cuts in close once the oats come out. One man crams a fistful into his mouth with his eyes shut, while someone behind him throws an arm up in praise.
The branding at the end snaps you out of the ritual with the Oat Cult wordmark in hot pink blackletter. Set over a still of a girl holding a white rabbit, the type keeps the cult joke going right up to the last frame.
