PITTED is a plant-powered protein

PITTED is a plant-powered protein bar built on a single honest claim — four real ingredients, nothing you can't pronounce. The brief was to create a direct-response e-commerce ad that would stop the scroll and convert viewers into buyers.

The film follows a claymation protagonist through a familiar consumer moment — picking up a protein bar, reading the label, and slowly realising the product is lying to him. The artificial energy spike, the 3pm crash, the gut-wrecked aftermath. Then PITTED arrives — literally — as a single Medjool date falls from above, triggers a gentle cascade of real ingredients, and a PITTED bar assembles itself in mid-air.

The central creative device borrowed from the client's own reference material — seamless physical morphs between every scene. Environments slide away and reassemble. Ingredient words peel off labels and become physical objects. The villain bar's toxic energy transforms directly into the spike that launches the protagonist skyward. No cuts. Just one continuous physical world that keeps changing shape.

Built entirely in AI — character design, environment references, product mocks, and storyboards generated in GPT Image 2. Video generation through Higgsfield AI using the Seedance engine for cinematic scene generation and Kling for keyframe-to-keyframe morph transitions between scenes. Final assembly, colour grade, and compositing in DaVinci Resolve.