CARRARA640
A brand film and print campaign for a premium Wagyu producer, made to translate a product you really have to taste to believe.
Carrara640 is a premium Wagyu producer built on an uncompromising focus on the quality of the steak. Everything about the brand comes back to the product itself and the kind of dining experience that only makes full sense once you've tasted it.
The owners of the brand came to us with a hard thing to put on screen: the value of a product that genuinely needs to be experienced first hand to be understood. The campaign had two audiences with different motivations, the chefs who would cook with the Wagyu and the consumers who would order it. The brief was to build a real emotional connection to the produce, the kind that leaves an audience anticipating the experience before they've had a bite.
We worked with Executive Chef Richard Ousby to put the product at the centre of the work. Dishes were chosen to suit each regional target audience, then shot to draw out the things that make this level of Wagyu what it is: the marbling, the sear, the sizzle. The result was a brand film designed to carry the experience to people who couldn't taste it yet.
This level of product rewards an intense focus on quality and it asks for a little romance around the sizzle. You can't hand someone a steak through a screen, so the work had to do the next best thing: make a chef or a diner feel something real about the produce before they'd ever tried it.
Working with Richard Ousby, we curated footage of dishes matched to each audience, the cuts and preparations that would land with the specific people we were trying to reach. The aim throughout was emotion over information. Get the marbling, the heat, and the finish on screen in a way that does the persuading on its own.
The print piece is where this campaign did something unusual. We used raised spot UV to pick out the buttery marbling of the Wagyu, set against a premium matte finish, so the brochure carried texture as well as image. Picking it up became part of the message.
For a product whose whole argument is sensory, a flat page would have undersold it. Making the brochure something you feel, not just read, turned a face-to-face moment into a signal about the produce itself, and left a memory that outlasted the meeting.
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