When launching their first high-end series of cutlery, KitchenAid turned to my team to introduce it to the masses. I conceived of this profile series that placed the knives in the hands of artisans; providing an introduction that would speak intrinsically to its quality and also provide a foodie-engaging vehicle for the brand message. I directed each spot, and it was the success of this series that led to the larger global campaigns that followed.
When launching their first high-end series of cutlery, KitchenAid turned to my team to introduce it to the masses. I conceived of this profile series that placed the knives in the hands of artisans; providing an introduction that would speak intrinsically to its quality and also provide a foodie-engaging vehicle for the brand message. I directed each spot, and it was the success of this series that led to the larger global campaigns that followed with Whirlpool.