Premiered 2021 · Baker Hughes #DirectMail#ContentActivation
When VIPs couldn't fly to Baker Hughes's Florence convention, we brought Florence to them — a limited-edition tasting box and film curated by legendary Florentine chef Fabio Picchi, produced entirely remotely during the pandemic.
Why
Baker Hughes hosts a convention in Florence every year for its VIPs — and COVID meant no one could attend in person. The thing everyone loves most is the food. So: how do you send that?
What we made
Something quite traditional, actually — a gift box. But how do you make a gift box for a VIP genuinely interesting? We partnered with renowned Florentine chef Fabio Picchi on a limited-edition tasting box, and announced it with a film: Fabio around his city, choosing and curating his favorite items — directly for them.
The Making Of Notes
A personal note: this was the first campaign I creative-directed through COVID, when nobody quite knew how to produce anything. Creatives in Hawaii, the team in New York, production in Italy — truly global work that still held a high bar for art direction. The style I pushed was luxury food editorial: photo-driven, picturesque, close-up Italian. Really proud of this one.
The Campaign Film
The film above is what every VIP watched — Fabio around his Florence, choosing and curating his favorite items, telling the story behind each one he picked for the box.
A Taste of Florence by Fabio Picchi Tasting Box
The box arrived with a postcard letter and a QR code that took each VIP to the film — so they'd understand exactly what Fabio had curated for them. The gallery shows everything that was inside.
Behind the Box
Stills from the film itself — the close-up, picturesque, luxury food-editorial art direction that carried the whole campaign.
Credits
- Agency
- Barbarian
- Creative Team
- Resh Sidhu, Jonathan Ong, Andrew Hurwitz & Alexis Jabbour
- Chef & Partner
- Fabio Picchi