A yellow monster truck take off from a cheese ramp with a crowd in the background.


Framestore Pictures Director Chris Waitt called on his comedic wit when joining forces with creative agency Digitas in an off-the-wall campaign for Cheez-It that delves into the zealous world of monster trucks.

Concept Design
Effects Simulation
a yellow monster truck mid air with stage lights and spectators in the background

‘Grooves’ saw the team completely immerse themselves in truck culture, creating a zany, exaggerated fantasy where anything is possible. Created entirely during the pandemic, the shoot took place in South Africa with both director and agency attending via video conference. 

The VFX components were then executed by Framestore’s artists working remotely across New York, Chicago, Los Angeles, and London. Every pixel in the fantasy monster truck world, aside from the main character, was created in CG, making the project challenging from both a compositing and CG perspective.  

close up shot of a person grinning with victory in a yellow monster truck
front shot of a yellow monster truck. the driver is waving their arm in victory. spectators in the background

“The creative for the Cheez-It campaign was very funny and out there, so my job was to make the madness a reality,” said Framestore Pictures Director, Chris Waitt. “Directing the live action shoot remotely was a huge challenge, but also a lot of fun. Using VFX artists from across the US offices, Framestore did a great job creating the cheese monster truck. Now we just need to persuade Cheez-It to build an ACTUAL real life cheese monster truck!”

Throwing the camera around at impossible speeds and distances, Framestore built an outrageous CG monster truck and massive arena complete with epic jumps, then populated it with a few thousand versions of the same spectator. Houdini allowed for high frequency detail to be added procedurally to the large scenes and crowds.

Chris was a joy to work with, he put a lot of love into solving this very tricky production in a very eye-catching way. He perfectly captured the delightful insanity we were going for with our “so much flavor it’s a mind crunch” metaphor.
Michael Shirley
SVP, Creative Director, Leo Burnett
an animated yellow monster truck that has the text 'big cheez' on the side. it is mid air, going off a ramp
a person in a  yellow long-sleeve duplicated fourteen times, cheering on

The agency creatives and our director Chris Waitt were a blast to work with,” said Framestore Creative Director, Aron Hjartarson. “The creative team enthusiastically became immersed in monster trucks through deep research, constantly adding ideas for ways to enrich the world we were creating.” 

The tasty final color grade was executed by Framestore’s own Clark Griffiths.


Chris Waitt
Framestore Pictures
Managing Director
Jennifer Siegel
Carey Williams
Assistant Editor
Isabelle Slocombe
Mona Nigro
Director of Photography
Eugenio Galli
Senior Producers
Jamie Hoskins Smith, Annabelle Cuthbert
Production Coordinator
Alexandra Roesch
Creative Director
Nuke Lead
Steve Drew
2D Team
Gigi Ng, Euna Kho, Alex Ling, Elliott Brennan, Min Hwa Jung
CG Lead/Look Dev
Scott Rachwalski, Robtert Kolbeins
CG Model
Soren Barton, Aaron Hunwick
CG Texture
Bruno Reis Coimbra, Glory Zheng
CG Track
Francisco Dias, John Burke
CG Rig
George Saavedra
CG Animation
Jim Hundertmark
Kjell Strode, Mohamed Echkouna
CG Light
Nicholas De La Fuente
Dark Hoffman
Digital Matte Painting
Benjamin Wallant
Hiero Editorial/Flame
Serina Flores
Clark Griffiths
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