Avocados and Coconuts, the creative production agency, has teamed up with the eco-conscious food recycler Mill to deliver a fresh, humorous take on kitchen epiphanies in their latest campaign, “The Wonderful Feeling of Wasting Nothing.”
Featuring four comedy spots, the campaign brings the idea of reducing food waste to life, showcasing it as a transformative, even love-inducing experience. Launched across digital and social media, the campaign follows on the heels of Mill’s Make Food, Not Waste push in New York City, which included a :30 spot, out-of-home displays, retail pop-ups, and NYC’s first zero-food-waste Restaurant Week with renowned chefs and eateries.
The campaign’s relatable appeal stems from real-life insights. “Living with Mill, we’ve all had this ‘aha moment’ — clean kitchens, guilt-free garbage, no more under-sink mysteries,” shares Chris Brown, Executive Creative Director at Mill. “Avocados and Coconuts helped amplify these real experiences into a lively series of confessions, love stories, and energetic kitchen dance scenes. Each piece had to resonate deeply but also make us laugh every time.” Watch below:
The production, completed in a fast-paced four-day shoot in Los Angeles, maximized efficiency by using multi-role casting and shared locations. Visual elements, including unique camera angles, wide-angle lenses, and close-ups, were applied to add dimension to each story, allowing actors to bring both humor and relatability to the forefront. “Our cast embodied the absurd passion about food waste,” says Amani King, Executive Creative Director at Avocados and Coconuts. “Their ability to balance humor and authenticity was key in selling the gag.”
For Mill’s New York-based Make Food, Not Waste spot, Avocados and Coconuts brought the same streamlined approach to showcase the brand’s role in a dynamic dinner-party setting, portraying Mill as the essential ally for modern cooks. “From the moment we read Mill’s concepts, the humor and ethos felt like a perfect fit,” adds Dalia Burde, Founder and Executive Producer of Avocados and Coconuts. “When humor and purpose align, it’s a fantastic foundation for memorable work.”
CREDITS:
BRAND: Mill
- Executive Creative Director: Chris Brown
- Producer: Dante Taylor
- Creative Director Copy: Daniel Menasché
PRODUCTION COMPANY: Avocados and Coconuts
- Executive Producer: Dalia Burde
- Executive Creative Director: Amani King
- Director: Chaz David
- Director of Photography: David Vollrath
- Line Producer: Yvette Solis
- Production Manager: Gabby Occhipinti
- Post-Production:
“The Wonderful Feeling of Wasting Nothing”
- Editor: Dana Shaw
- AE: Brendan Bric, Avocados and Coconuts
- Post Producer: Tyler Dunham, Avocados and Coconuts
- Animation: Jessie Renda, Avocados and Coconuts
- Design: Mill
- Music Supervisor: Dawn Sutter Madell, Agoraphone
- Music: If It’s Good To You (It’s Good For You), Barbara and the Browns
- Color: Jacob McKee, Primary
- Mix: Matt Wood, One Union
“The Date”
- Editor: Hanna Moradi, Avocados and Coconuts
- AE: Brendan Bric, Avocados and Coconuts
- Post Producer: Tyler Dunham, Avocados and Coconuts
- Animation: Jessie Renda, Avocados and Coconuts
- Design: Mill
- Music: You and Me by Bridge City Revival (via Marmoset)
- Color: Jacob McKee, Primary
- Mix: Matt Wood, One Union
“The Faker”
- Editor: Brendan Bric, Avocados and Coconuts
- Post Producer: Tyler Dunham, Avocados and Coconuts
- Animation: Jessie Renda. Avocados and Coconuts
- Design: Mill
- Music: Imagine by Gossamer Tree (via Marmoset)
- Color: Jacob McKee, Primary
- Mix: Matt Wood, One Union
“The Confession”
- Editor: Brendan Bric, Avocados and Coconuts
- Post Producer: Tyler Dunham, Avocados and Coconuts
- Animation: Jessie Renda, Avocados and Coconuts
- Design: Mill
- Music: Imagine by Gossamer Tree (via Marmoset)
- Color: Jacob McKee, Primary
- Mix: Matt Wood, One Union
“Make Food, Not Waste”
- Editor: Andy Fink, Mill
- Design: Chris Brown & Angie McDonald, Mill
- Editorial: Daniel Menasché, Mill
- Motion Graphics: Philippe Vendrolini, Laboiteaclous
- Music: Jungle Havoc by Noise Cake (via Music Vine)
- Color: Kent Pritchett, KPColourMix: Tom Disher, Disher Sound
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