Imaginary Forces CD and 4 x Emmy nominee Ronnie Koff, whose work we track here, sets the stage for the Apple TV+ comedy series Government Cheese with a measured and enigmatic play on instructional graphics.

Ronnie Koff: “Drawing inspiration from the show’s title, we reimagined the iconic US government cheese box as a metaphor for David Oyelowo’s character Hampton Chambers’ relentless ambition — transforming constraint into innovation.
 

“Our design embraces the show’s playful surrealism while nodding to the overarching theme of the American Dream.”

 
“Combining our 3D world of the cheese box with the 2D character animations of the instructions to create a story in one continuous camera move, we clarified and expanded the meaning of the box itself. We framed it not just as a symbol of survival, but as a lens through which to view the Chambers family’s winding path through systemic barriers and personal reinvention.

“Our design embraces the show’s playful surrealism while nodding to the overarching theme of the American Dream. Set to a groovy Pharrell track, the sequence captures the show’s lighthearted spirit, serving as the perfect launchpad into Hampton’s unpredictable adventure.”
 
 

 
Client: Apple TV+
Showrunner: Paul Hunter, Aeysha Carr,

Production: Imaginary Forces
CD: Ronnie Koff
EP: Renée Robson
3D animator: Christoph Gabathuler
2D animator: Ariel Costa, Matt Darnall, Ronnie Koff
Editor: Lexi Gunvaldson
Producer: Jake Fritz

Music: Pharrell Williams