Long Chips Malosh Akher

Long Chips is a snack with a slogan that outruns its own visuals: malosh akher — it never ends. I was brought in to give that line a form.

The direction I set was a single rule the whole film obeys: the product is never fully in frame. I designed the brand world so every shot sits low, the packs rise where skyscrapers should be, and their tops always fall outside the crop. Endlessness is never stated in the film — I made it a framing decision instead.

From there I built the visual system around a split. Two worlds, two colour languages: I kept the apartment in warm amber and pushed the brand world into electric blue and magenta, so the crossing reads in a single frame with no explanation. I placed the transition on the bite itself rather than on an effect, to keep the fantasy attached to the act of eating. I structured the new flavours as the end of a journey instead of the front of an announcement, so the reveal lands as discovery. And I closed the film on the frame it opened on, tighter — the fantasy only means something on the way back to the couch.

Alongside the direction I designed the locations and the shot grammar, set the transitions, and built the character sheet that held the lead consistent across every generated shot — the part of an AI workflow that decides whether the result reads as a film or as a folder of nice frames.