"Food Chain Films, a Portland-based commercial and film production company, was developing national credentials. They wanted a new identity and an interesting way to present their reel to an expanding ad agency client list. And they needed it to be cost effective. We took inspiration from their name. We took the process of a :30 second commercial (featuring beef) and reproduced it in the form of a food chain on their letterhead. Their tape and DVD cases were printed with different cuts of meat on aqua colored backgrounds and were then packaged on styrofoam trays à la meat departments at grocery stores. The client bought a shrink-wrap machine and wrapped each reel as if it were meat from the butcher, then added custom labels which included director and producer credits, packing dates and 'Best if viewed by' dates."