Joel Arbez/
Ernest Burden, art directors
Sebastien Wilcox, creative director
Monique Gamache, design director
Jeff August, editor/director
David Isbister, music
Mass Undergoe, music composer
GGRP, sound design
Hans J Dys, agency producer
Film Bratz, production company
Eating Disorder Education Organization/
Peggy Szucs, clients
"Welcome to backwards thinking. Here we have a woman 'un-eating' ice cream while reading a magazine. In this 30 second spot, everything is played out/filmed in reverse—the storyline, the actions, the music, the logo placement. In other words, we changed the 'normal' structure of a television spot to demonstrate the absurdness of an eating disorder."
