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McCormick · Sizzle reel

Flavor, at global scale

A sizzle reel on McCormick's leadership in flavor innovation and its recent developments.

The big question

How do you experience flavor?

Client

McCormick

Format

Sizzle reel

Year

2020

Runtime

1:30

What we did

Concept
Production
Edit
Motion graphics

The challenge

McCormick is a 100-year-old heritage brand. It needed to show, beyond traditional grocery store marketing, that it still leads the industry in a digital age.

The approach

One question, How do you experience flavor?, followed through five moments people actually live: exploring, planning, shopping, cooking and sharing. Each one shows where McCormick meets them, from recipe videos and ASMR to the Flavor Forecast subscription box, Flavor Makers and French's on social.

What we made

We handled everything, from concept and production to edit and motion graphics: a sizzle reel with an inside look at McCormick's latest work in flavor innovation and sustainability, a heritage brand leading by embracing change.

Title: How do you experience flavor?, over food on a grill — One question runs the film

A woman in headphones watching an ASMR recipe on a tablet — Planning, sound on

Friends with the Flavor Forecast subscription box — Shopping, by subscription

Social posts for the Remake the Ordinary campaign on phones — Sharing, on social

The payoff

Flavor, anywhere.

The film ends where people already are: on their phones, in their kitchens and at the table. A 100-year-old brand, shown leading in every one of those moments.

What are you making? Who needs to see it?

A few lines is plenty. You will hear back from a person.

[email protected]

Based in Washington, DC, Maryland and Virginia. Crew nationwide.