MUSTAAAAAARD on the grill
Daniel Russell directs Heinz’s summer MUSTAAAAAARD campaign with its new Chief Mustard Officer.
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Earlier this year, the internet went wild when Heinz and GRAMMY Award-winning producer Mustard announced their yearlong collab. Now, they’re back on the beat to officially drop their highly anticipated, limited-edition sauce collab.
In all new creative, Heinz pays homage to cookouts with a new campaign featuring its new Chief Mustard Officer, Mustard, debuting his limited edition MUSTAAAAAARD sauce. The sweet and smoky Chipotle Honey Mustard takes centre stage in this campaign directed by ArtClass’s Daniel Russell. Featured as Mustard’s secret weapon for cooking ribs, the Heinz MUSTAAAAAARD is present while Mustard grills for his friends. A love letter to cookouts, the films build anticipation for the limited summertime drop and invite audiences to make themselves a plate with some extra room for MUSTAAAAAARD.
Credits
View on- Agency Cashmere/Los Angeles
- Production Company ArtClass Content
- Director Daniel Russell
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Credits
View on- Agency Cashmere/Los Angeles
- Production Company ArtClass Content
- Director Daniel Russell
- Ad Agency The Kitchen/Chicago (In-House at Kraft Heinz)
- Managing Director/Executive Producer Kirsten Arongino
- Executive Producer Sean Owolo
- Head of Production Sparkle Jones
- Producer Olivia Possino
- Assistant Editor Dominique Machain
- Executive Post Producer Brian Keegan
- Post Production ArtClass Content
- Colorist Loren White
- Audio Mixer Ian Sorrentino
- Director of Production (HP) Julie Benevides
- Executive Creative Director Alex Danklof
- Executive Producer Britt Godsell
- Associate Creative Director Kid Checklick
- Art Director Tatiana Diaz
- Associate Producer Jen Flores
- Associate Creative Director Malika Jones
- Producer Colleen Boychuk
- Producer Bayly Shelley
- Art Director Arman Sadrzadeh
- Copywriter Sean Kinton
- Creative Director Dan Szczepanek
- Executive Creative Director Simon Au
- Line Producer Chad Engel
- Production Designer Brandon Mendez
- Partner Geno Imbriale
- DP Scott Cunningham
- Editor Adam Kimak
- Assistant Editor Jesse Threatt
- Post Producer Grace Rehorn
- Talent Dijon Isaiah McFarlane
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Credits
powered by- Agency Cashmere/Los Angeles
- Production Company ArtClass Content
- Director Daniel Russell
- Ad Agency The Kitchen/Chicago (In-House at Kraft Heinz)
- Managing Director/Executive Producer Kirsten Arongino
- Executive Producer Sean Owolo
- Head of Production Sparkle Jones
- Producer Olivia Possino
- Assistant Editor Dominique Machain
- Executive Post Producer Brian Keegan
- Post Production ArtClass Content
- Colorist Loren White
- Audio Mixer Ian Sorrentino
- Director of Production (HP) Julie Benevides
- Executive Creative Director Alex Danklof
- Executive Producer Britt Godsell
- Associate Creative Director Kid Checklick
- Art Director Tatiana Diaz
- Associate Producer Jen Flores
- Associate Creative Director Malika Jones
- Producer Colleen Boychuk
- Producer Bayly Shelley
- Art Director Arman Sadrzadeh
- Copywriter Sean Kinton
- Creative Director Dan Szczepanek
- Executive Creative Director Simon Au
- Line Producer Chad Engel
- Production Designer Brandon Mendez
- Partner Geno Imbriale
- DP Scott Cunningham
- Editor Adam Kimak
- Assistant Editor Jesse Threatt
- Post Producer Grace Rehorn
- Talent Dijon Isaiah McFarlane
With Mustard speaking as a connoisseur, the spots take everyone’s favourite producer and condiment and make something truly scroll-stopping. As Mustard pulls up in a beautiful ‘64 Impala to prepare for this barbecue, Russell compliments Mustard’s relaxed confidence with Super 8 footage and other analog modalities to give these spots the texture of a home movie.
Designed with social media in mind, Mustard’s monologue is candid, casual, and every bit as attention-grabbing as his beats. A perfect fit for this Heinz's campaign, Russell’s directing style is characterised by its bravado and bold visuals, stylishly pairing summer-soaked images of cookouts with HEINZ’s new MUSTAAAAAARD.
On directing the campaign, Russell says: “It’s been the summer of MUSTAAAAAARD, no question. When the opportunity came to bring Mustard and the legendary Heinz Mustard together, the vision was clear: tap into that nostalgic cookout energy we all know and love. We wanted the visuals to feel personal and cinematic, like flipping through a home video, sunlight, laughter, music, and Mustard, everywhere. A relaxed July day, with flavour and culture poured all over it."
