The Anchovy Project

x Statebird Provisions

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.

Project Structure

Long form video capturing the special relationship between the restaurant and its’ suppliers; profiling a visionary chef.

Asset Delivered

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.