This Design Agency Shows Us Why We Should Never Stop Playing With Our Food, And Our Creativity

When we are children, everything is exciting, fascinating and an opportunity for fun, but as we grow up and become used to our surroundings, focused on the more serious side of life, this enthusiasm seems to fade-away. The objects we once built forts with are now simply mundane desk equipment and the food we used to make faces out of on our plates, giggling all the while, doesn’t register on our excitement radar all. Experimental design agency, Future Deluxe, are all about challenging our perceptions and reinventing the norm to shake us into a reawakening.


The Bananas gif series is the company’s latest project, in between developing content for well-known brands such as Nike, Adidas, Beats by Dre and Sony, the agency like to experiment. “Aside from commercial projects, we always try to experiment in new areas and create something new and find a direction that is typically unexpected from us as an agency”, Andrew Jones, founder and creative director of Future Deluxe, told us.


The collection of gifs are playful, bright and humorous – personifying the humble banana and giving it a spectrum of endearing, aloof and at times, slightly morbid, personalities. They mix daily, mundane scenarios with the less-desirable sides of life, forcing us to reassess our perspective and question how we arrived at such a viewpoint in the first place. You may think twice before you eat one again.


We caught up with Andrew Jones to talk creativity, colour and of course, bananas.

The Plus: How did you find inspiration for the individual gifs?
Andrew Jones:
The individual gifs were inspired by a range of sources. We used surrealist art, pop culture and every day situations for much of the visual inspiration. We worked out which routes we would take based on some key themes and phrases such as stress, indulgence or realisation. 


TP: Talk us through the creative process.
Once the idea was set we started out by mapping out the main narrative. It appears pretty vague and random when you see the film for the first time, but I know 100 sticky notes who will tell you different. 

We modelled and textured the banana in cinema 4D. The goal was to make one banana to rule them all. Including building a rig so we could peel the banana and reveal the flesh inside, this meant we had a good starting point for every shot.


Each scene was then given its own love, realflow was used in one and Houdini on others. The majority of animation was in cinema but it was pretty free flow between software. 

We rendered the whole thing with cinemas standard renderer aside from a few shots in octane, which was only picked up towards the end of the project but gave us some speedy renders. The only thing left to do was composite in After Effects and put it to edit. 

The sound we did, in ableton live, alongside the edit to specifically match up with the clips. Much of it involved us making weird sounds into a microphone. What sound do bananas make anyways?


TP: what was the thinking behind the background colour palette?
We wanted to get out of the box we were put in. Most of our commercial has a look dictated by clients or the brief. But there is a whole team of creatives behind these videos who want to do just that, create, not recreate. The goal was to make something completely new and exciting for us. So we went with bright and vibrant, playing off some of the colours you might expect find scattered around supermarkets or in fresh produce isles.


TP: Which is your favourite gif and why?
The fan! or the walking legs.

TP: Sum up a banana in three words.
Delicious, nutritious and ambitious 


TP: Sum up the bananas project in three words.
Ba na na 🙂

TP: If bananas were a person, who would they be and why?
The banana is you, you are the banana. You are what you make yourself.


TP: Can you tell us a little bit about yourselves?
Xander Marritt & Elias Freiberger are two motion designers/directors who previously worked at FutureDeluxe.

TP: What’s next for you?
Something completely different. Bananas was born out of the idea of changing visual direction and it seems to have worked. Its time to change course again….and again!