It started with a genre redefining chef, a new squash, and a a notion that The Future is Flavor. Then we connected the dots between a supply chain a the ingredients in every salad. We called that Open Source. We took scraps from a superfood bowl and turned them into a super No-Waste Tee. We said it was cool to Follow Your Greens. We concepted a Zero-Waste Store experience.
SWEETGREEN
Open Source
CONCEPT
CONTENT STRATEGY
CREATIVE, ART, VIDEO DIRECTION
PRODUCTIONAn always-on original content series created to deliver on sweetgreen’s mission of transparency in food sourcing. We brought stories from the source to customer’s inboxes, social feeds, and physical stores with our signature mix of engaging visuals, repeatable and recognizable formats, education and entertainment.
For eight months we worked closely with sweetgreen’s peerless sourcing team to document ingredients the moment they were made or harvested, with the goal to spotlight the origin of each ingredient on the seasonal 365 per year menu and tell the stories behind every source.
The Future is Flavor
CONTENT STRATEGY
CREATIVE, ART, VIDEO DIRECTION PRODUCTION100,000 seeds. 100 stores. 6 farms.
1 quest to reimagine flavor.
The Robin’s Koginut Squash from Row 7 Seed Co., a never-before-tasted squash, was an experiment in flavor, a radical test of sweetgreen’s supply chain capabilities, and an ode to what the future of food and flavor holds.
It was also a massive, multi-city, cross-platform campaign about a squash. Seed breeding and supply chains can be heady topics—our joy was taking these complex ideas and making them as surprisingly sweet as the squash itself.
Follow Your Greens
CREATIVE DIRECTION
ART DIRECTION Salad in your teeth = the milk mustache for the moment. At least that’s how we see it. Getting your greens in your teeth is an occupational hazard for eating healthy so instead of shying away from stray leaves we decided to celebrate them as real food status symbols.
This national advertising campaign put the best part of sweetgreen—it’s customers—on high-impact placements and bring more smiles to sweetgreen’s mission of connecting real food, real people, and real communities.
Super Food Tee
CONCEPT
CREATIVE DIRECTION
ART DIRECTION
MERCHANDISE Sweetgreen launched a new “superfood bowl” to highlight their Spring menu. Our idea to promote it? Take all the scraps from the ingredients and use them to make naturally dyed, up-cycled, no waste, superfood t-shirts.
With the help of the natural dyeing and up-cycling savant Erin Han of East West Shop in Los Angeles, we did just that.
