SOYJOY ‘Circles’

One of nature's most perfect foods comes to life in a seamless cinematic journey for SOYJOY. 

Using a mixed-media style brimming with unique handmade textures, striking transitions, and vivid colors, "Circles" tells the story of the incredible soybean and how it becomes one of the best foods on earth. Produced in collaboration with DDB West and directed by Motion Theory's Mark Kudsi and Chris Riehl, the spot creates a journey through the nutrients packed into a single SOYJOY bar.  Our camera perspective remains impeccably anchored to the center point of our circle element, as we chart an unbroken course into the fields, on the trees, and into your bowl. Along the way, each of the key ingredients form a linkage to the scene that follows, enriching our understanding of why this is one the healthiest foods on the planet. Throughout this seamless combination of 3D and practical camerawork, the food stands above other elements and is presented in its best, most natural form the entire time. Kudsi and Riehl worked closely with Motion Theory CG Supervisor Danny Zobrist and Comp Lead Evan Parsons to capture the essence of whole soy and elevating "Circles" into a celebration of SOYJOY's ongoing commitment to health, humanity, and nutrition.