The Salt Institute and Grey San Francisco + Gentleman Scholar demonstrate how salt makes everything better in this beautifully crafted spot. Everything from roads to roasts can use a dab of it. Or like Alton Brown says: "add a teaspoon of Kosher salt" to almost anything, including coffee....

Gentleman Scholar worked off of Grey's original idea to create a granular and tactile world in which the malleable sculptures of salt would look amazing on both macro and micro levels.

"We developed two separate materials to emphasize the characteristics of salt from different perspectives," explains Gentleman Scholar Technical Director Henry Foster.

The Gentleman Scholar creative team purposed the refractive, quartz-like material for the close-up shots, while the glittering crusty material showcased the salt texture from the wider angles. These wider angles were created to seamlessly blend from real-time to slow-motion. The stunning visuals from the spot were captured in still form and used to build the print pieces, creating an all-encompassing integrated campaign.

"This is one of those rare spots that completely fulfills you as a creative person, and at the same time you are still going to work," said Gentleman Scholar Directors Will Campbell and Will Johnson. "Projects like this are why we love doing what we do."

Brand: Salt Institute Title: Everything's Better Agency: Grey Agency Location: San Francisco, CA Agency Producer: Florence Babbitt Executive Creative Director: Jack Fund Associate Creative Director/Art Director: Mark Chila Creative Director/Writer: Michael Buss Editorial Company: Gentleman Scholar Post Production Company: Gentleman Scholar Post Production Company Location: Los Angeles Executive Producer: Rachel Kaminek Directors: Will Campbell & Will Johnson Art Director: JP Rooney Senior Producer: Emily Gleicher Technical Director: Henry Foster VFX Technical Director: Yates Holley 3D Artists: Damon Snyder, Andy Kim, Tim Katawaki and Dony Permedi Matte Painter: James Levy Compositors: Brian Williams, Matt Lavoy Print Designer: James Levy Music Company: Mophonics Music Company Location: Los Angeles Sound Design: 740 Sound Design Composer: Steven Mudd Audio Production Company: Lime Mixer: Loren Silber

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.