Daniel Russell Directs HEINZ’s New MUSTAAAAAARD Campaign
Earlier this year, the internet went wild when HEINZ and GRAMMY Award-winning producer Mustard announced their yearlong collab. Now, they’re back on the beat to officially drop their highly anticipated, limited-edition sauce collab.
In all new creative, HEINZ pays homage to cookouts with a new campaign featuring its new Chief Mustard Officer, Mustard, debuting his limited edition MUSTAAAAAARD sauce. The sweet and smoky Chipotle Honey Mustard takes center stage in this campaign directed by ArtClass’s Daniel Russell. Featured as Mustard’s secret weapon for cooking ribs, the HEINZ MUSTAAAAAARD is present while Mustard grills for his friends. A love letter to cookouts, the films build anticipation for the limited summertime drop and invite audiences to make themselves a plate with some extra room for MUSTAAAAAARD.
With Mustard speaking as a connoisseur, the spots take everyone’s favorite producer and condiment and make something truly scroll-stopping. As Mustard pulls up in a beautiful ‘64 Impala to prepare for this barbecue, Daniel compliments Mustard’s relaxed confidence with Super 8 footage and other analog modalities to give these spots the texture of a home movie. Designed with social media in mind, Mustard’s monologue is candid, casual, and every bit as attention-grabbing as his beats. A perfect fit for this HEINZ’s campaign, Daniel’s directing style is characterized by its bravado and bold visuals, stylishly pairing summer-soaked images of cookouts with HEINZ’s new MUSTAAAAAARD.
On directing the campaign, Daniel Russell says: “It’s been the summer of MUSTAAAAAARD—no question. When the opportunity came to bring Mustard and the legendary HEINZ Mustard together, the vision was clear: tap into that nostalgic cookout energy we all know and love. We wanted the visuals to feel personal and cinematic, like flipping through a home video—sunlight, laughter, music, and Mustard, everywhere. A relaxed July day, with flavor and culture poured all over it."
CREDITS:
Client-Kraft Heinz
Senior Director, Brand Marketing: Kaitlin Roe
Associate Director, Brand Comms: Jamie Mack
Sr. Brand Manager: Jacqueline Salamack
Director, Inclusive Marketing: Danielle Spikener
Agency-Cashmere
Executive Creative Director: Alex Danklof
VP Head Of Growth: Jake Sugarman
Executive Producer: Britt Godsell
Assoc Creative Director: Kid Checklick
Art Director: Tati Diaz
Assoc. Producer: Jen Flores
Account Director: Nardos Berhane
Production-Artclass
Director: Daniel Russell
Managing Partner: Geno Imbriale
Managing Director / Ep: Kirsten Arongino
Executive Producer: Sean Owolo
Head Of Production: Sparkle Jones
Staff Producer: Olivia Possino
Director Of Photography: Scott Cunningham
Line Producer: Chad Engel
Key Gripl Dave Riggio
Production Designer: Brandon Mendez
Gaffer: Mike Van Meter
Makeup Artist: Claudia Rivas
Stylist: Doralynne Valenzuela
Post-Artclass
Executive Producer: Brian Keegan
Post Producer: Grace Rehorn
Editor: Adam Kimak
Cutting Assist: Jesse Threatt
Assist Editor: Dominique Machain
Color: Loren White
Audio: Ian Sorrentino
