Packaging & the Opening Credits
I’d seen the 2010 film, Toast a few years ago, but I recently watched it again and really enjoyed the opening title sequence. A boy shopping in a small grocery store selects boxes and cans from the shelves. But, if we read the labels we see that these packaged products actually serve as metaphors for the cast, the writer, the director, etc.
Looking at the film’s online credits, I can’t figure out whose job it was to create all these packaging props. (There are, after all, 23 names listed under “art department.”) Whoever did it did a pretty good job, I think.
Each prop package looks like an authentic 1960s package design, despite the designer having switched brandnames and product descriptions. “Carnation EVAPORATED MILK,” for example, being replaced with “based on a Memoir by NIGEL SLATER” and the like.
Maybe we should make “Packaging & the Opening Credits” an intermittent regular thing. We’ve already featured a number of films with packaging-related opening title sequences in the past.