1stAveMachine honors bakers for newly rebranded King Arthur Baking Company
Storytelling production company 1stAveMachine partners with NYC-based agency DCX Growth Accelerator to launch a heartwarming campaign for King Arthur Baking Company.
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Helmed by Director Tomi Dieguez (of 1stAveMachine Buenos Aires), the campaign, entitled The Power of Baking, spotlights real-life bakers making personal recipes alongside their families and loved ones from the comforts of their own kitchens.
The narrative and visuals are elevated by the soulful “Rise Again”, an original song about finding perseverance during these uncertain times. “The idea was to bring a glimpse of unity and hope to the screen by portraying authentic, legitimate bakers with profound heritages behind their passion for turning dough into bread and pastry dishes”, says Dieguez. “What they bake is actually a vivid representation of their family traditions, where they come from, and what they can make out of it. That’s what this campaign humbly aspires to be: a mix of cultures from America’s bakers today.”
Credits
View on- Agency DCX Growth Accelerator/New York
- Production Company 1st Ave Machine
- Director Tomas Dieguez
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Credits
View on- Agency DCX Growth Accelerator/New York
- Production Company 1st Ave Machine
- Director Tomas Dieguez
- Chief Creative Officer Doug Cameron
- Executive Creative Director Tommy Noonan
- Executive Producer Aymi Beltramo
- Art Director/Designer Alistair Chew
- Edit Company Cabin Editing Company
- Editor Randy Baublis
- Offline Producer Katy Lester
- Offline Executive Producer Adam Becht
- Executive Producer Carr Schilling
- VFX Company Shape + Light
- Executive Producer Cara Lehr
- VFX Senior Producer Arielle Weir
- Creative Director/Senior Flame Artist Rob Trent
- Colorist Stefan Sonnenfeld
- Producer Matt Moran
- Executive Producer Ashley McKim
- Audio Post Lime Studios
- Audio Mixer Matthew Miller
- Assistant Audio Mixer Ian Connie
- Executive Producer Susie Boyajan
- Flame Assistant Austin Lewis
- Music Producer Patrick Oliver
- Composer Alana Da Fonseca
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency DCX Growth Accelerator/New York
- Production Company 1st Ave Machine
- Director Tomas Dieguez
- Chief Creative Officer Doug Cameron
- Executive Creative Director Tommy Noonan
- Executive Producer Aymi Beltramo
- Art Director/Designer Alistair Chew
- Edit Company Cabin Editing Company
- Editor Randy Baublis
- Offline Producer Katy Lester
- Offline Executive Producer Adam Becht
- Executive Producer Carr Schilling
- VFX Company Shape + Light
- Executive Producer Cara Lehr
- VFX Senior Producer Arielle Weir
- Creative Director/Senior Flame Artist Rob Trent
- Colorist Stefan Sonnenfeld
- Producer Matt Moran
- Executive Producer Ashley McKim
- Audio Post Lime Studios
- Audio Mixer Matthew Miller
- Assistant Audio Mixer Ian Connie
- Executive Producer Susie Boyajan
- Flame Assistant Austin Lewis
- Music Producer Patrick Oliver
- Composer Alana Da Fonseca
The piece marks King Arthur Baking Company’s first campaign since its rebrand. The content will run across broadcast television, digital, and social media (Facebook, Instagram, and Pinterest) mediums along with outdoor (Boston, Seattle, Austin, and Denver) and podcast promotions. Following the campaign, a new line of products are slated to roll out during the fall season including Keto Wheat Flour Blend, Organic Rye Flour, ‘00’ Pizza Flour, Baking Sugar Alternative, and Single Serve (Confetti Cake and Chocolate Cake with Salted Caramel).
“With DCX and King Arthur Baking Company, there was no agency-side or client-side. We were all working on the same team. During our early conversations, we talked a lot about how we were going to cut stylish transitions between the different kitchens, but, as we got deeper into the artistic and technical processes, the authenticity of our characters just took over the scenes, and, at some point, we chose raw and powerful emotions over style. It felt more respectful to the stories we were telling and I just love the way everything came out.”
According to DCX Growth Accelerator Chief Strategy and Creative Officer Doug Cameron, “Even prior to COVID-19, our consumer research showed that baking was being used as a powerful form of self-care, a way to reduce stress and anxiety. But as 2020 has progressed, baking has become iconic for its therapeutic value. It’s meditative, unlocks creativity, and encourages sharing. We wanted this campaign to acknowledge what the majority of Americans are feeling — that things are not easy right now — while asserting that there is light at the end of the tunnel. The spot, especially the song, aims to speak to individuals lifting their spirits through baking, as well as to the broader societal hope amongst Americans that we will rise together as a people.”
King Arthur Baking Company VP of Marketing Bill Tine adds, “The campaign demonstrates the power of baking to bring us together, which is at the heart of our company identity. As an employee-owned, B Corp, our mission is to inspire connections and community by spreading the joy of baking.”
