Nicolas Heller Directs for Legendary Katz’s Delicatessen

Nicolas Heller, well-known across social media as New York Nico, had a dream location for his wedding venue, and that dream was the iconic Katz’s Delicatessen in New York’s Lower East Side. The fee for his ideal spot was steep, so he asked them what kind of deal they could strike. The answer was a generously discounted rate and this 1:20 commercial, the first-ever official ad for the famed deli.

Heller was given complete creative control, with the only instruction being to promote their nationwide shipping. He concepted, wrote, directed, and even starred in the ad, financing it on his own, calling in favors from friends and colleagues, and shooting with a nimble crew in only one day. 

“There have been very few opportunities where I’ve been given complete creative control, and it’s such a blast,” said Heller. “It’s been amazing to see how well received they’ve all been, and this one is no exception.”

Joe Bressler, the Director of Photography, documented the project and released a behind-the-scenes, entitled “I Saved New York Nico’s Wedding By Filming a Commercial At Katz’s.”

The star of the film is none other than Dave, best known as @OldJewishMen on Instagram. Dave has a real-life twin brother named Dan, who lives in Florida, but for the purposes of this commercial, Dave pulls double duty; and Rockaway Beach stands in for Orlando, Florida.

The ad dropped online and across social channels on November 22.

Credits:

Director: Nicolas Heller
DP: Joe Bressler
Gaffer: Andrew Crighton
Grip/Swing: Alex Eaker
PA: Alex Robinson & Donato Rosseli
iPhone BTS: Jessie Fran
BTS: David Famous
Sound: Elliott Cuff

Writer: David Hurwitz & Nicolas Heller
Editor: Alex Robinson
Sound Design: Christian Stropko
Colorist: Orlando Wimberly
Graphics: Ivan Tejada

Starring: Dave of @OldJewishMen, Dave’s grandson & Nicolas Heller