Kraft Singles - "Square It (feat. Kelis)"
“Square it (feat. Kelis)”
Once upon a time this started as a brief that simply called for two :15s food porn ads. So we gave them that. Plus a single. Plus a limited edition vinyl. Plus a spicy music video.
We dropped the Kraft Singles Single featuring none other than multi-platinum singer/songwriter/chef Kelis. Yes, that Kelis. “Square It (feat. Kelis)” is a full-length musical track that explores all the glorious ways to use a Kraft Single while throwing shade at all other cheeses. The Singles Single launched on all streaming platforms alongside a limited edition vinyl record with packaging designed to match the iconic Singles American cheese.
Directed by music video director Sammy Rawal and featuring Honey Balenciaga of the ballroom scene, the Singles Single music video follows the frenzied, high-octane imaginings of a chef who’s infatuated with Kraft Singles. It forces you to see the cheese in a new light. One in which possibilities, both on the screen and in the kitchen, are endless.
My Role
As the only creative team on this project under the leadership of our fearless GCDs, my partner and I were given a simple brief for two :15s, which we then turned it into this multi-headed monster of a campaign. The Kraft Singles Single was a no brainer and something we always wanted to do (special shoutout to the no-longer copywriter, now songwriter, Zoe).
After running the original shoot, we dove right into the unknown world of producing a song. We did our best to provide direction to Kelis, who certainly didn’t need it, during a surreal recording session. We then created the look and feel for the vinyl itself and discovered that it is insane to expect one to get made within a year - let alone a few months. Equally insane, taking 30 seconds of footage and scrapping it entirely to create a music video that would give our full-length song justice. We had to think outside the square working with a smaller budget, but we landed in a place none of us ever thought we’d get to. We were heavily involved in the shoot and post production process to bring this last piece of the puzzle to life.
Get on Spotify ✅
Agency: Johannes Leonardo
Music House: Human
Artist: Kelis
Director: Sammy Rawal
Starring: Honey Balenciaga
Group Creative Directors: Jeph Burton & Hunter Hampton
Copywriter: Zoe Myers
Art Director: Matthew Barton
Design Director: Joseph Dasaro
