Burton wanted us to design an animated brand identity tag for web, video tour and e-mail purposes. It had to be small enough in file size that it could be e-mailed or shown on the web, but conceptually strong enough to convey a sense of the Burton brand in 14 seconds.

We were throwing out ideas for the animation. Michael Jager was eating some stoned wheat crackers during the meeting and someone suggested that it would be funny to see the logo actually do some tricks itself, rather than just showing some more action footage. So he started moving the cracker around like a rider. And that was how we came up with the name “Cracker.”

“Because dumb is in. But it will soon be so five minutes ago.”