Los Angeles, CA, April 5, 2024 — SLMBR PRTY’s Abby Horton directs a series of films to launch a brand refresh for KRAFT, introducing the first changes to the brand’s iconic logo in more than ten years, along with new packaging, social channels, and its first-ever unified creative platform – “It’s not art. It’s KRAFT.” Created by Wieden+Kenny and produced by SLMBR PRTY, the campaign’s cinematic framing and tongue-in-cheek dialogue all play on familiar tropes from popular food shows to highlight the everyday utility of KRAFT.
In a perfectly blended satire, the films utilize foodie culture’s instantly recognizable cinematic language by framing everyday home cooking with dramatic lighting and sweeping classical music subverts. Modeled after film craft typically reserved for Michelin-star culinary experiences, Horton and Director of Photography Matthew Chavez deploy these techniques for snacks, sandwiches, and other foods made better with a dollop of mayonnaise. Chavez comes to this film from his previous work at Netflix’s Chef’s Table, bringing unique insight on precisely emulating the same look and feel of the parodied material.
The first of these films tracks someone making himself a snack of baby carrots and KRAFT ranch dressing, claiming he did not invent this masterpiece but reimagined it. Next, erudite narration plays in the background while a woman makes a simple BLT with KRAFT mayo, ending with the narrator realizing they’re filming the wrong person – she isn’t a chef! Then, Horton shot three films in vertical 9×16, all starring a screaming chef who shows up to yell at these home cooks, which registers as tonally amiss considering he’s praising them for deploying easy-to-use and delicious KRAFT products.
“With the chef character, we all know the incessant shouting is performative,” explains Horton of the latter films. “He’s programmed to yell and can’t translate how pleased he is with the KRAFT products, so he maintains that same outraged energy level while simultaneously praising the home cooks. From the first script read, I knew these films would be hilarious, and I’m very thankful that KRAFT allowed me to put my directorial spin on them. I love parody and satire, which foodie TV is ripe for, so this was a real treat.”
CREDITS:
Agency: W+K New York
Co-Chief Creative Officer: Marques Gartrell
Co-Chief Creative Officer: Brandon Henderson
Creative Directors: Christine Santora, Will Binder
Copywriter: Lesley Scheuermann
Art Directors: Jackie Anzaldi, Emmaline Price
Head Of Integrated Production: Nick Setounski
Executive Producer: Craig Keppler
Producer: Jane Lee
Group Account Director: Brian D’entremont
Account Director: Yurie Park
Account Supervisor: Paola Aguayo
Assistant Account Executive: Adam Wills
Project Manager: Sara Shaw
Strategy Director: Alexandre Nguyen
Social Strategy Director: James Williams
Comms Director: Angel Navedo
Senior Brand Strategist: Joe Bae
Comms Strategist: Abel Rodriguez
Social Strategists: Chris Jenkins, Ni’A Landon
Director Of Business Affairs: Anna Beth Nagel
Business Affairs: Andrea Fagan
Broadcast Traffic Director: Sonia Bisono
Traffic Manager: Jacqueline Crane
Talent Manager: Marisol Massallo
Production Company: SLMBR PRTY x BOLDLY
SLMBR PRTY
Director: Abby Horton
Director Of Photography: Matthew Chavez
Executive Producer/Partner: Sarah Donnenberg
Head Of Production/Partner: Kirstin Vanskiver
Line Producer: Adam Maruniak
BOLDLY
Executive Producer: Kristoff Duxbury, Sebastian Galina, Geoff Manton, Shelby Manton*
Production Manager: Amber-Leigh Polowich
Production Coordinator: Paige McCulloch
Editorial Company: Cabin LA
Editor: Andrew Ratzlaff
Assistant Editor: Brad Dupuie
Producer: Lorelei Polk
Managing Director/Ep: Adam Becht
Executive Producer: Britt Carson
Director Of Production: Liz Lydecker
Managing Partner: Carr Schilling
Vfx/Finishing Company: Method Studios
Managing Director: Jesse Kurnit
Executive Producer: Zach Fortin
Creative Director: Rob Walker
Vfx Supervisor/Flame Lead: Chihcheng Peng
Jr. Flame Artist: Larry Merrill
Vfx Producer: Jen Doyle
Production Coordinator: Ethan Samuel
Vfx Assist: Jordan Mikhail
Telecine Company: Company 3
Senior Colorist: Sofie Borup
Producer: Shannen Troup
Audio Post: Heard City
Sound Design: Midnight Snack
Managing Partner: Gloria Pitagorsky
Sound Designer & Mixer: Mike Vitacco
Head Of Production: Jackie James
Executive Producer: Liana Rosenberg
Senior Producers: B Muñoz, Nick Duvarney
Assistant Producer: Dylan Stetson
Assistant Mixers: Oddy Litlabo, Zoltan Monori, Chenoa Tarin, Virginia Wright
Content Management: Lil Joint
Content Manager: Tina Wyatt
Production Designer: Ben Vaughn
Music: APM Music, Extreme Music
