Client underwent a seismic shift with their food, converting all artificial flavors and preservatives into real, simple ingredients. They wanted to demonstrate just how ridiculous the old ingredients sounded to kids with a clever spelling bee concept. The director and I devised the perfect approach in staging the event - start with softballs, ease them into the ‘unspellables’, then sit back and capture the shock on their precious little faces. The plan worked – the spot shines with authentic reactions of utter disbelief.