- Interactive Experience Design
- Experiential Design
- 3D modelling and Visualization
Client
KIND Snacks
2017

KIND is on a mission to make the world a little kinder one snack and act at a time. Founded in 2004, creating a new healthy snacking category with the introduction of the first KIND bar, made with real fruit and whole nuts. Established as not-only-for-profit®, KIND is also committed to using its business as a vehicle for social change. It’s not just a brand name, it’s a community, a movement and a state of mind. That’s why every KIND® bar is a reminder to be kind to our bodies, our taste buds and the world.

STUDIO We’re Magnetic
ROLE Experience Designer, 3D Modelling + visuals/renders
DESIGN DIRECTION Anthony Clarizio, Patrick Maranzino
CREATIVE STRATEGIST Lia Racanelli
ART DIRECTION Anthony Clarizio

Programs Used:
Rhino 3D
VRay Render Engine
Adobe Photoshop

Maybe there’s too much sugar…

When KIND Snacks approached the team at We're Magnetic to create a bold statement installation piece in New York City for their new product launch and campaign based on there being too much sugar in kids snacks, we were so privileged to take part in such an important campaign. KIND came to us with the task of envisioning and launching a 360 campaign centered around KIND Fruit Bites, which would break through on a national scale in an authentic, creative, and disruptive way during back-to-school season.

…But how much sugar is there & how do we show this?

The solution was to inform parents about the real choices they’re making when they choose “organic” or “real fruit” by speaking to parents in a disruptive yet engaging way allowing them to make the best decisions during the back to school season. Not only that, but to make as big an impact as possible, we all felt we would try and launch this in the famous and tourist heavy location of Times Square.

We thought, what better way to grab people’s attention, especially in Nyc, than by making something “big and loud”.
Our solution…to create a sugar mound representing 45,485 pounds of added sugar, which is the amount children in the USA consume every 5 minutes! To us, this was the way to make a clear picture that it is time for a change, and KIND wholeheartedly agreed.

Time to stack those sugar bags

We started by sketching out some ideas for the mound and layout of items around it, to really make it an immersive experience to walk through. We also felt that to make an even bigger impact, we would include children mannequins flocked with white material to mimic them being completely made out of sugar, as if the sugar was taking over their body and making them who they are.

Finally, we had to think about any barriers or issues we may run into during logistics and construction while trying to making this happen in Times Square.

We presented the below mock up to KIND, and right away they knew this was the answer to getting people’s attention.