DooF (F-o-o-D backwards)

Directed by Mike Axinn
Visit Film Site: foodbackwards.com
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An integrated multi-platform media initiative designed to get kids and families excited about healthy food. DooF builds a foundation for healthy eating and fosters skills to enable children to make healthy food choices in their daily lives.

DooF makes good food fun by engaging kids and families in the crazy, wonderful story of where food comes from, connecting the dots through television, the Web, events, merchandise, recipes and games. DooF offers a new way to explore food from a wide range of perspectives: backwards, forwards, sideways, right-side-up, upside-down and inside-out and a message that kids will be interested in good food not because it’s healthy, but because it’s cool.

Led by a hipster-foodie host, the DooF game-show universe is inhabited by an array of animated characters, including famous world-renowned chefs, as well as our own famous foodsters such as Lazy Susan, Sloppy Joe, and the Pastafarian.
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doof-cooking_still_01The set is a fun, futuristic kitchen, outfitted with see-through pipes, an oversized oven, colorful cabinets, a plant that dries dishes & pots and pans you can sit in. Animated food characters run the machinery, making goofy asides like the little animals on the Flintstones.

“DooF provides a crucial opportunity to affect children’s behavior by modeling food preparation and choices, and promoting physical activity in a way that can make a real difference in the obesity crisis. Given the credibility among children for PBS shows, it’s a powerful way to get kids excited about wholesome, fresh food.” – David C. Ginsburg, California Department of Health Services
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Mike Axinn has brought together a talented group from the upper echelons of the filmmaking, food, and education communities. The DooF Food Literacy Curriculum, which he created with funding from Alameda County, uses DVDs and classroom intervention to show inner-city kids where food comes from. Mike combines expertise as a writer (Mix Magazine, BBC, KQED), film professional (Star Wars, Titanic, Fantastic Four, The English Patient, Moulin Rouge), and as the Web site editor for IdeasProject.com. He was nominated for the MPSE Golden Reel Award for his work on Moulin Rouge, has produced documentaries, and is the co-founder and creative director of the innovative Web video company One to One Box. The 2007 and 2008 DooF-a-Palooza hands-on family food days he created in collaboration with a team at Google were considered to be among the most successful events ever held there.

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