Yum!  Probably the most delicious commercial stuff I've Art Directed.  You can't help but snack on these little crackers when you have boxes and boxes of them piled up in your office all day.  The main goal of this commercial was to create a hand crafted world to use as the backdrop for actual Goldfish crackers.  This sort of challenge is what I'm usually looking for in a project, because it means you get to develop the look and feel of a whole new world rather than just trying to recycle somebody else's ideas.  The stylized nature to things also means that you can look forward to some eccentric sets, especially when the request is made to shoot as much practically "in camera" as possible.  

Fun Fact : Being a fan of the Detroit Red Wings, I got to choreograph the pond hockey scene for Goldfish on a Snow Day.