For over twenty years, The French Culinary Institute and The Italian Culinary Academy have been leaders in the culinary industry. This project was a complete brand overhaul that rightfully positioned them at the top and showed the world that they truly are Preparing the Best.
It was an ambitious project from the start. The shoot was in New York and Italy over a couple of months.
The media came in all shapes and forms – RED, Sony XDCam, Canon Vixia Camcorder, M-Audio MicroTrack II, iPhone-Voice Recorder, point-and-shoot digital photos, and old magazine and photo scans. There were about 120 hours worth of material, and 300 pages of interview transcripts. I worked day and night to organize all the material, create a script, and edit the pieces together. The end products are a series of commercials featuring the biggest names in the industry: David Chang, Donatella Arpaia, Jacques Torres, Ron Ben-Israel and Danny Meyer and 13 and 8 Chapter Tours of the respective schools.
The integrated, multi-channel acquisition campaigns that followed – including TV, radio, online, print, and direct mail -significantly outperformed any in their history.