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."