One Flip, Two Modes.

At the heart of this campaign is Gerber Get’Ems Squeezies’ dual-mode design. One side opens for a frozen treat experience, while the other transforms it into an easy on-the-go smoothie snack. Kids move, environments change, moods shift — so should their snack.

That product insight became the visual language of the campaign. Part dolly zoom, part practical transition, the Zolly Flip combines a push-pull camera move with a full camera rotation that seamlessly flips the frame into the next scene. The effect feels surprising, energetic, and just a little magical — perfectly aligned with the spontaneity of childhood.

Rather than building the transitions in post, Nic Reader, directing for Format, designed the spots around the move from the ground up. Camera movement, performance, and production design were all choreographed together to create transitions that felt tactile and alive. The result is a continuous visual rhythm that mirrors how quickly kids shift from one activity, mood, or environment to the next.