You only get one first bite.
Kinder Chocolate “First Taste”
Kinder Chocolate “First Taste”
You only get one first bite.
Kinder Chocolate “First Taste”
(CLIENT)
(CLIENT)
Kinder Chocolate
Kinder Chocolate
(SERVICES)
(SERVICES)
Casting, Direction, Video Production, Post Production
Casting, Direction, Video Production, Post Production
The Brief
The Brief
Kinder Chocolate was introducing more American families to a product generations of kids around the world already knew and loved. The idea was beautifully simple: find kids who had never tried Kinder Chocolate, hand them a bar, and capture what happened next.
No scripts. No manufactured reactions. Just the real experience from opening the package and discovering what was inside, to taking that very first bite with parents there to share in the moment.
The campaign needed to do more than make chocolate look delicious. It had to turn a child’s genuine first encounter with the product into something parents could recognize: that fleeting, universal moment when your kid discovers something they love.
Kinder Chocolate was introducing more American families to a product generations of kids around the world already knew and loved. The idea was beautifully simple: find kids who had never tried Kinder Chocolate, hand them a bar, and capture what happened next.
No scripts. No manufactured reactions. Just the real experience from opening the package and discovering what was inside, to taking that very first bite with parents there to share in the moment.
The campaign needed to do more than make chocolate look delicious. It had to turn a child’s genuine first encounter with the product into something parents could recognize: that fleeting, universal moment when your kid discovers something they love.
Watch the Film
The Challenge
The Challenge
There’s a catch with filming a first reaction: you only get it once.
The second a child has tasted the chocolate, the premise is gone. Ask them to repeat a reaction and it’s no longer a reaction. Put too much machinery around them and they start performing for the camera. Direct them too heavily and the thing you’re there to capture disappears.
So the challenge wasn’t getting kids to act excited about Kinder Chocolate. It was creating the conditions where they didn’t have to act at all.
We casted children expressive enough to carry a film without asking them to perform and preserved their genuine first encounter with the product all the way through production. During the shoot we built a set where cameras, crew and the normal machinery of advertising could disappear into the background.
There’s a catch with filming a first reaction: you only get it once.
The second a child has tasted the chocolate, the premise is gone. Ask them to repeat a reaction and it’s no longer a reaction. Put too much machinery around them and they start performing for the camera. Direct them too heavily and the thing you’re there to capture disappears.
So the challenge wasn’t getting kids to act excited about Kinder Chocolate. It was creating the conditions where they didn’t have to act at all.
We casted children expressive enough to carry a film without asking them to perform and preserved their genuine first encounter with the product all the way through production. During the shoot we built a set where cameras, crew and the normal machinery of advertising could disappear into the background.
The Approach
The Approach
We treated the production less like a traditional commercial and more like a documentary experiment.
Casting became everything. We looked for personality rather than polish. Kids who were curious, expressive and completely themselves on camera. During callbacks, we could learn how they communicated and interacted with their parents, but Kinder Chocolate itself stayed a secret. Their first taste needed to happen for real, on camera.
Then we designed the shoot around protecting that moment. Instead of placing the kids on a conventional set and asking them to hit marks, we created a bright, welcoming space where they could explore, play and interact naturally with their parents. Two nimble handheld cameras stayed close enough to catch the tiny details–a look, a laugh, a pause before another bite—without stopping the experience to manufacture coverage.
The kids did the rest.
We treated the production less like a traditional commercial and more like a documentary experiment.
Casting became everything. We looked for personality rather than polish. Kids who were curious, expressive and completely themselves on camera. During callbacks, we could learn how they communicated and interacted with their parents, but Kinder Chocolate itself stayed a secret. Their first taste needed to happen for real, on camera.
Then we designed the shoot around protecting that moment. Instead of placing the kids on a conventional set and asking them to hit marks, we created a bright, welcoming space where they could explore, play and interact naturally with their parents. Two nimble handheld cameras stayed close enough to catch the tiny details–a look, a laugh, a pause before another bite—without stopping the experience to manufacture coverage.
The kids did the rest.
The OUTCOME
The OUTCOME
What came back wasn’t a collection of performances. It was a collection of discoveries.
Every kid encountered Kinder Chocolate differently. From examining it, breaking it apart, tasting it, talking about it, sharing it with a parent, these individual reactions became the campaign.
The result turned a simple product trial into something much more emotional: a portrait of childhood curiosity, seen through a moment that could never be filmed the same way twice.
What came back wasn’t a collection of performances. It was a collection of discoveries.
Every kid encountered Kinder Chocolate differently. From examining it, breaking it apart, tasting it, talking about it, sharing it with a parent, these individual reactions became the campaign.
The result turned a simple product trial into something much more emotional: a portrait of childhood curiosity, seen through a moment that could never be filmed the same way twice.
ARE YOU GONNA FINISH THAT?
ARE YOU GONNA FINISH THAT?