Pearl Street Caviar
Devour Tradition
Rebrand
Creative Campaign
Production
For far too long, caviar etiquette has ruled supreme. The truth is there is no “right” way to eat caviar. Pearl Street’s mission is to disrupt the caviar market by bringing world class roe to the masses. We helped Pearl Street create a 360 degree campaign that encourages a new generation to Devour Tradition.
Rebrand
Creative Campaign
Production
By inviting a new generation to Devour Tradition direct-to-consumer sales grew 55% from 2019 to 2020 despite the global pandemic, the Instagram following increased by 4x, and the campaign led to partnerships with Soho House and Equinox, while promoting their existing partnership with the NBALab.
Tapping into the rise of nail art, Pearl Street Caviar is inviting a new generation to enjoy caviar, however they damn please—off a chip, straight from the can or even off a fingernail.
Credits
Client
Pearl Street Caviar
Creative Studio
Hogwash Studios
Directors & Creative Directors
Tori Nygren x Matt Stanton
Art Director
Paige Whitaker
Editor
BB Blanchard, WAX
Photographer
Drew Botcherby
Director of Photography
Mike Atwood
Gaffer
Saif Al-Sobaihi
Color
Quinn Alvarez, Apache Digital
Audio Engineer
Jesse Peterson
Dance Company
Brooklyn Ballet
Dancers
Audrey Borst, Charles Cooper, Christine Emi Sawyer, James "Floats" Fable, Mike Kawamura
Models
Royce Paris, Mary Taylor Hennings, Obi Nwankwo, Melisza Mcpherson
