Masterbuilt: Brand Campaign
Featuring: Gravity Series® 800 Digital Charcoal Griddle + Grill + Smoker
Insight:
The people that are crazy enough to think they can change grilling are the ones who do.
Idea:
The Masterbuilt Gravity Series was made for revolutionaries, mad scientists, and troublemakers. Flavored by rebellion, we’ll frame it in voice and vision as the top choice for those daring enough to break the rules.
Rule breakers. Black sheep. Rebels with a cause.
So-called relics. New students at the old school. Firestarters. Troublemakers. Mad scientists. Moms. Mavericks and mavens and marchers to the beat of each and every drum. Ground breakers. Full-flavored revolutionaries, the lot of them.
Sometimes, they’re here to learn ways of fire. Other times, they entertain with it. And when the time is right, they’ll take smoke to places unknown and recipes untried. They’ll snatch the pellet from your hand and tell you to come back with coals, grasshopper. Bring the smoke and bring it on their terms: convenient charcoal cooking.
Because the first rule they live by is of their own making. The next one is to put the stove on the backburner. But the most important one is that gravity rules and flavor reigns. Follow your path. We’ll light the way.
Creative Director (art): Melisse
Associate Creative Director (copy): Ryan Strode
John McCabe (director), Bryan (EP), Nicki (W producer), Taylor Smith (food stylist), Ivan Solis (still photographer)