Krug "Single Ingredient: Rice"

Amid the unique context of the pandemic, I had the opportunity to lead the adaptation and production strategy for Krug’s "Single Ingredient: Rice" campaign — a celebration of individuality through culinary interpretation. Originally planned to be shot in Japan, the birthplace of rice, the campaign brought together 11 Krug Ambassade Chefs and Krug Cellar Master Éric Lebel, each crafting a unique pairing to accompany Krug Grande Cuvée and Krug Rosé.

With travel restrictions in place, we reimagined the concept and proposed to Krug an alternative editorial approach inspired by Chef’s Table on Netflix. Rather than gathering the chefs in a single location, we created intimate video portraits of each chef in their own environment, capturing the essence of their personality and culinary vision. These films formed the creative core of the campaign.

The project was also complemented by the creation of a recipe book, bringing a tactile and collectible dimension to the experience.

As part of this pivot:

• I co-developed the creative direction of the video series in collaboration with Krug’s global team.

• I led the production design and planning, navigating logistical and health constraints to ensure safe and high-quality shoots across multiple countries.

• I optimized shoot planning to generate a rich library of content that could support the brand’s storytelling throughout the year — compensating for the cancelled Japan shoot and allowing Krug to maintain campaign momentum.

  
  

This campaign reinforced Krug’s unique positioning at the crossroads of haute cuisine and luxury champagne, while celebrating the creativity and individuality of its Ambassade Chefs despite the global crisis.