CONCEPT & NARRATIVE
The film needed to convey two key concepts: the farm-to-table aspect of the Land O'Lakes product, and the easy, spreadable nature of the butter. Both of these imply a certain degree of simplicity and easygoingness, which the visual narrative needed to mirror. Luckily, Kyle is the breezy master of taking atomic details and turning them into subject matter that's simple on the surface, but bubbling beneath with complex intentionality. From set to subtext, textures to technique, every single detail has a precision and a purpose that adds to the narrative in an almost imperceptible but incredibly important way.
