For California Pizza Kitchen’s 40th Birthday we thought…what would a try-hard CMO in LA going through a midlife crisis do? And then we launched that as a “rebrand” across social with a :30 spot and merch rollout, confusing fans and even super fan Busy Philipps, who then stepped in to provide an intervention for our very confused CMO “Dave”. Please watch the longform intervention film to see me finally dress someone in a Rick Owens puffer..
My role was Executive Producer across all design, merch, films, as well as art direction for the fake rebrand merch and film.
Directed by Jackie Van Beek. Production Company, Institute LA. Edit, Lawrence Young/Cosmo Street. Design Direction, Brian Gartside. Music, Found Objects.