REMAKING THE KICTHEN

The high-end kitchen category has clean, bright, product-centric imagery. It has messaging that focuses on power, precision and the size of the BTU. But when you thumb through Dwell or browse a few websites, it’s clear there’s one thing the category doesn’t have: a sense of humanity. In creating a campaign for Dacor’s new Modernist Line, we wanted to disrupt that convention by introducing the idea of modern entertainers and reintroducing them to a little thing called vibe.