After 14 years, 2022 was a transition year for New Zealand’s largest culinary festival which led to the creative theme of ‘a state of flux’, capturing the change, movement and fluidity experienced across the hospitality industry.

Researching the future of food, we discovered hypnotic dining - the ability to put yourself into a trance-like state that distorts reality during the dining experience. This inspired us to reinterpret the ‘state of flux’ theme as a ‘plate of flux’.

Three vibrant zoetropes were created for the different programmes of the festival - Dine, Cocktail, and Burger. Each circular composition animated through unexpected culinary combinations and surreal moments such as flames morphing into fiery figures and burgers erupting into a blossoming dancers. The beautiful detail of each zoetrope meant that the artwork was equally mesmerising when cropped or scaled across different campaign channels.