Challenge: CRUX approached us about making a video of them providing food to homeless people. We turned around and challenged them to turn it into something greater and their next pop-up was born.
Concept: While we were intrigued with shooting the talented chefs behind CRUX donating food to the homeless, we were much more interested in creating a larger campaign to benefit the homeless and hungry around the holidays. Setting the date for their next pop-up dinner for December 12, we got to work creating a handful of signs to demonstrate CRUX's dedication to giving back. On a sunny Sunday afternoon in Uptown, we rolled our cameras as CRUX provided the homeless in the area with a hot meal and some early holiday cheer.
Execution: Promotional video and art direction.