Over the years we’ve seen countless brand reinventions, with some successful and others much more on the laughable end of the scale. However, when creative agency Johannes Leonardo approached Sammy Rawal (repped in the U.S. by production company Scheme Engine) about making a music video for Kraft Single’s specially commissioned track Square It, featuring the vocal stylings of the platinum-selling Kelis (who also happens to be a Cordon Bleu trained chef), a perfect collaboration was born. With the quintessential, best-selling processed cheese slices seeking to reach new fans as part of Kraft Heinz’s larger ‘anti-advertising’ campaign efforts, Rawal cast legendary voguing diva Honey Balenciaga as a telekinesis wielding cook who transforms into a culinary goddess – the perfect accompaniment to the track’s “Grillin, chillin, spillin, dillin, Bec-ing never brie-ing” earworm greatness. Eager to find out more about the creative recipe behind Square It, Dn spoke to...
- 5/23/2022
- by Sarah Smith
- Directors Notes
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