"If our spokesman is your solid, educated straight man, then the environment is his loony, vibrant, comic partner," said Shaw. "Philipp und Keuntje's script was brilliant. It called for more than just repeating that renewable resources are good for the environment. They wanted to let the landscape demonstrate that properly managed resources can create so much abundance it's almost funny."

In the opening scene, Bob praises grain's renewable nature as the entire wheat field around him is harvested by an invisible force and launched skyward. The wheat returns to earth as a shower of bread, burying the jolly rabbit, and grows back before Bob can recover. To achieve the fluid performance of the magic wheat field, Bent designed a 3D particle system made up of tens of thousands of digital reproductions of paper-art wheat stalks which were composited into a handmade set of rolling hills.

The spot then shifts to a bucolic meadow, another practical set, where the wool literally leaps off of a CG sheep in the background before reappearing and weaving itself into a sweater on the ebullient Bob. As he speaks, a fresh coat of wool grows on the embarrassed grazer.

The final scene finds Bob amidst a vast, hand-crafted forest as stop-motion animated trees are sucked into the ground and reappear as Tetra Pak products. In order to create this lush setting, the Bent team created a 25-foot-deep practical set which included clay mushrooms, 14 types of fabric for ground cover and more than 200 model trees. The CG spokes-rabbit seamlessly interacts with these practical surroundings, explaining the company's commitment to paper packaging while he dodges the new trees sprouting up rapidly around him.