Clif Bar Family Foundation

Digital, Film

Seed Matters, an initiative of the Clif Bar Family Foundation, wanted to educate people about organic seed. We engineered Mr. Seed.

The conversation around seed often gets grossly oversimplified to: heirlooms good, GMO’s bad. The truth is more complex. Seed Matters advocates for the improvement and protection of organic seed to ensure healthy, nutritious, and productive crops to feed people now and in the future. Turns out it’s not just agrichemical companies that are “feeding the world.” To educate people about seed issues and the benefits of organic seed we engineered a seed of our own — an organic one that could talk: Mr. Seed. We landed comedian Pete Holmes to voice the character. We attached Buck, a truly rad collaborator, to develop the character, his world and animate the story. The aptly named Antfood brought a wry sensibility to the soundtrack of the film. And after a gajillion hours of rendering time, Mr. Seed blossomed into the foul-mouthed messenger of food truth justice that he was born to be.

“Just like us, The Butler Bros are passionate advocates for organic seed systems. They provide just the kind of creative s**t you need for a great organic campaign.”

—Thao Pham, Executive Director of Clif Bar Family Foundation

Spreading the Word

Since Mr. Seed looks more like a new film from Pixar than a cause campaign, we chose to promote it like a movie. We took key moments and images from the film and turned them into bite-sized pieces of content for social media.




Concept by Butler Bros:

Creative Directors: Adam Butler, Marty Butler
Art Directors: Allie Nordstrom, Marty Butler
Copywriters: Jeremy Spencer, Ryan Honey, Erik Enberg, Adam Butler
Designers: Craig Crutchfield, Hoang Nguyen
Producers: Vincent Calderon, Bridget Liddy, Christine Lopez

Directed by BUCK:

Executive Creative Director: Ryan Honey
Executive Producer: Maurie Enochson
Creative Director: Joe Mullen
Head of CG: Doug Wilkinson
Producer: Emily Rickard
Production Coordinator: Kaitlyn Mahoney
Art Director: Laura Yilmaz
Character Design: Joe Mullen, Kenesha Sneed
Storyboards: Laura Yilmaz, Kendra Ryan, Craig Yamamoto
Concept Art and Matte Paintings: Laura Yilmaz, Scott Huntsman, Susan Yung
Design: Laura Yilmaz, Joe Mullen, Susan Yung, Scott Huntsman, Audrey Lee, Rasmus Bak, Xoana Herrera, Vincent Tsui, Jenny Ko, Kenesha Sneed
CG Lead: Alex Dingfelder
Modeling: Eric Pagtaconan, Wing Sze Lee, Michele Herrera, John Niehuss, Mingoo Park, Jens Lindgren, Eyad Hussein, Alex Dingfelder, Arvid Volz, Brice Linane, Rie Ito
Look Development Lead: Alex Dingfelder
Look Development: Wing Sze Lee, Eric Pagtaconan, Michele Herrera, Jens Lindgren, John Niehuss, Mingoo Park
Rigging TD: Ernesto Ruiz Velasco
Character TD: Eyad Hussein, Ernesto Ruiz Velasco
Pipeline and FX TD: Albert Omoss
Additional Rigging: Lee Wolland
Animation Director: Alessandro Ceglia
3D Animation: Alessandro Ceglia, Tyler Lancaster, Dony Permedi, Adam Floeck
2D Screen Animation: Vincent Tsui, Debora Cruchon, Rafael Araujo, Nicole Stafford
Lighting Direction: Alex Dingfelder
Lighting: Wing Sze Lee, Jens Lindgren, Alex Dingfelder, Eric Pagtaconan, Michele Herrera
Compositing Lead: Alex Dingfelder
Compositing: Wing Sze Lee

Pharm Foods Commercial:

Design: Gunnar Pettersson
Animation Director: Laura Yilmaz
Animation: Laura Yilmaz, Kendra Ryan, Nick Petley, Vincent Tsui, Rafael Araujo, Debora Cruchon, Nicole Stafford

End Credits:

Associate Creative Director: Kevin Walker
Design: Rasmus Bak
Animation: Rasmus Bak, Esteban Esquivo

Music and Sound Design: Antfood

Voice of Mr. Seed: Pete Holmes

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