Heinz explores the release of its Pickle Ketchup through a candid, documentary-style commercial campaign. Captured across urban settings, the project relies on unscripted reactions from pedestrians responding to the hybrid flavor profile of the new product.
Produced with a focus on live-action technique, the video leans into natural light to ground the interactions in a realistic, spontaneous aesthetic. The creative process was led by agency Rethink, with production support provided by Mt Vernon Entertainment and Ashley Klinger & Co, featuring sound work from Pickle Music.
