Pearl Street Caviar
Devour Tradition
Rebrand
Creative Direction
Copywriting
Art Direction
Production
Post 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 Direction
Copywriting
Art Direction
Production
Post 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.
The campaign encouraged people to eat caviar however they damn pleased. No silver spoons required. Partnering with nail art influencers, we surprised fans who shared their own “nail spoon” art with free caviar. The campaign was featured in Nail Mag and Scratch magazine.
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
Director of Photography
Mike Atwood
Photographer
Drew Botcherby
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
