May The Gods of Plant-Based Cheese Smile Upon You – Motion design [Video]

Blinkink director Zach Tavel builds a mythological world from miniatures and models to house the godly comedic talents of Kate Berlant in this aggressively oddball launch film for California plant-based cheese brand Plonts.

Tavel’s NYC studio, Easy Pete’s, also handled the full Plont’s launch campaign, from developing the branding thru to social video collaborations with comedians and sketch groups on original content to amplify the absurdist, climate-focused values of the brand.

Zach Tavel: “When it came to creating a launch film, we realized there was no better way to poke fun at the existential dilemma faced by consumers than to riff on the original absurdist comedy, the Myth of Sisyphus. 

“I’ve long been fixated on low-budget movies from the 30s through the 60s that dealt with stories of massive biblical scale but used the dumbest, least-convincing primitive techniques possible to pull that off.”

“We chose to utilize old-school techniques like …