The concept fell into place, mostly because I already had great affinity for this brand. I LOVE this ice cream, so it wasn’t hard to come up with a creative expression of that. There would be three videos centered around bliss, each asking a question.

“Where is Bliss?” would explore simple moments of bliss in and around the consumer’s daily life. “What is Bliss?” would dive into the beautiful ingredients. “Who is Bliss?” would playfully tell the story of the company culture and history.

Each video would feel like a chapter from the same book, and each one would provide us with a unique way of telling a story: a lifestyle video with beautiful exteriors and actors (and a charismatic dog!), an animated puppet-show, and a dramatic and playful close-up of the ingredients.