The Hi-Chew spot was heavily dictated by the senses—colors and sounds were more intrical to the story than a traditional plot, but the piece did need to follow a narrative arc. 

Before shooting could begin, the progression of the spot had to be carefully mapped out. The original storyboarding was done on dozens of post-it notes which I scribbled, arranged, swapped and rearranged until it resembled the progession of the final product.