Tyson Foods, Inc.: I Hate Everything

Kids are notoriously picky eaters and they’re not afraid to tell you exactly what they don’t like. Conversely, we’d never seen a kid turn down a Tyson^® 100% Natural Chicken Nugget. We could have written a script around these insights, but we knew it would be much better to just turn on the camera and get out of the way.

Behind the Scenes

To capture the honesty and charm of the children, we used a device called the Interrotron. Invented by Errol Morris and based on the teleprompter technology, it allowed our director, Sam Cadman, to have real “face to face” interactions with the children while

maintaining the straight-to-camera delivery we wanted. Sam also employed a custom-built ring light and a clean white background so that same honesty came through in the look and feel of the film as well.