Uber Content's Molly Schiot Chats Sweet Treats

Uber Content's Molly Schiot Chats Sweet Treats

Uber Content's Molly Schiot is known through the industry for her sense of whimsy and playfulness and her unique use of colours and graphics, so it was no surprise that her latest offerings for Toaster Strudel contained a hefty dollop of adorability. Created using hand-crafted sets and palpable joy, 'Avalanche' and 'Sweet Symphony' are a refreshing change from the tradition.


We cornered Ms Schiot to natter about her endearing style, her craft-fuelled showreel and whether she's hiding a darker side!

How did you get involved in the Toaster Strudel project? The films are extremely cute. What was the design brief for them?

The folks at Saatchi & Saatchi threw my name into the mix (thanks to Mike Lobikis) over at Toaster Strudel's head quarters for a series of new commercials, along with other more traditional food driven directors. Previous Toaster Strudel commercials have followed conventional food marketing. I presented a way of making the spot look inventive, cool, homemade, while also making those Strudels look deeeelicious. There were no storyboards so I really got to run with it and bring some spirit into the three spots.

You're quite the crafter – what went in to making the sets for these?

Thankfully I am not a smoker because all of the sets are made out of paper and could go up in flames at the drop of a match. Each set had a color palette and a pretty specific feel. One musical, one cold and wintery and one cartoon-like and crazy.

You're renowned for having a very hands-on approach to every element of a production – from writing, directing, producing, animating and illustrating. Do you find that that level of autonomy is essential to giving your work a more personal touch or is it simply that you want to be involved with every step?

I think it's both. I really try to make things fun in the advertising world and not so stiff. I can't imagine being able to do that and not be involved in all the steps. Music, voice over, graphics, animation and all those personal touches are things that actually ARE fun to me so I like to be involved in as many ways as possible.
 

You're seen as having quite a playful approach with your films. Do you have a secret desire to suddenly make a Lynchian nightmare to counteract that? Is there a darker Molly we're yet to meet?

Of course I do but usually those ideas or music video treatments always get axed by the higher ups because it's "risky, but thanks for writing."

We fell in love with your work when we saw the Music For Sleeping Children and Nokia pieces. Is there a food-stuff that you couldn't anthropomorphosise? Do you see faces in all dinners?

Call me crazy but I honestly and truly feel that all objects are living, and therefore must have a voice, even if it's very quiet. That goes for socks, pots, fig trees and brioche buns. Once you connect with the voice then visualizing it is easy peasy.

Do you do much work outside of the commercial sphere? We'd love to see a kids TV series or illustrated book in your style.

Mee toooooo… about the TV series! Which could and should lead to a book. The book would make kids healthier which means they also would be happier!!

What's next on your plate (pun intended)?

I am working on a new spot with Malin Akerman who is 8 months pregnant. Malin will have helpful tips for all mothers to be, that she has learned from a 4 year old's philosophy on parenting. I'm also finishing up a fun magazine cover for Urban Outfitters/BEAT magazine in London that Ryan McGinley shot and I doctored up with some fun illustration of Solange Knowles.

Posted on 4th March 2013