The Anchovy Project is the vision of James Beard Award Winning Chefs, Stuart Brioza and Nicole Krasinski of State Bird Provisions. Led by Whetstone Creative, and directed and filmed by the San Francisco creative studio, Werehaus, it is a ballad to a misunderstood and maligned fish, an environmental call to action and gastronomic revelry.
Use long form video to tell a story that is uniquely Californian - on the San Francisco wharf, there are fish that are local and abundant, but no one is eating them. One chef has developed a protocol for receiving them just out of the water while encouraging his colleagues to eat it and save it.
Long form video capturing the special relationship between the restaurant and its’ suppliers; profiling a visionary chef.
Short film conception and production management.
VIP media screening release event.
The Anchovy Project beckons chefs and eaters to create a new market for these magnificent fish tohere than the one that currently captures them form the waters of the San Francisco Bay only to compress them into pellets that feed higher value fish in countries far away.
Fibershed is a Northern California-based nonprofit advocating regional, regenerative fiber systems. Whetstone helped the organization develop a roadmap to launch their podcast, Soil to Soil.
As a leading voice in the movement to know “who grew your clothes” the forthcoming Fibershed podcast helps connect and inform a global community.
The on-boarding began with a distillation of intention. We discussed the vision and purpose of the project, then, guided by intention and data subsequently determined the best strategy.
After a brand diagnosis, a selection is made from a menu of creative offerings. In this case, the client opted to have Whetstone manage the editing and post-production. The deliverables are facilitated through weekly discussions to manage timeline and accountability.
Ongoing production partner and consultant for Soil to Soil podcast.
Located in Los Angeles, New York, and Miami, The Standard hotels are known for their taste-making clientele, pioneering design, and irreverent and playful sensibility. In 2018, led creative director of food and culture, Angela Dimayuga, the hotel group embarked on a nationwide dinner series benefiting the ACLU.
Execute editorial campaign highlighting the extraordinary talent and mission of the dinner series.
The project begins with In-person interviews with each of the each of the participating chefs. The cadence of the editorial is spirited, authentic and creative — all attributes reflective of, and in alignment with The Standard. Pieces were succinct, and informed by the personalities of the chefs.
Nine distinctive interviews highlighting the personality, inspiration and philosophies of each of the participating chefs.
The client was delivered a beautiful, evergreen archive of the remarkable talent participating in the campaign.