A Bold Open. A Familiar Finish.
A campaign built on provocation, resolved at the table.
NORMS — We Like It On The Bone
Role: Art Director / DP
Agency: We Are JOY
We open with a bold, suggestive moment.
It grabs attention.
It pulls you in.
Then it shifts.
From provocative to familiar.
From individual to shared.
A table. A group. A mix of people.
The balance is the idea.
Start with desire.
Resolve with connection.
The Approach
Built around contrast.
A line that feels suggestive at first, then lands in product truth.
The opening creates tension.
The casting releases it.
From a single, confident persona into a broader, more inclusive table.
This allows the work to feel bold without losing the brand.
The Insight
Steak is already indulgent.
The opportunity was to lean into that feeling, not explain it.
Make it desirable first.
Then make it relatable.
Let people see themselves in it.
Visual Development
Started with the product.
Close-ups, texture, and heat create the initial pull.
From there, the frame opens up.
More people. More context. More connection.
Used AI to test how far to push the opening moment and where to shift into a shared table. As DP, I kept the camera tight early, then widened to support the transition.
Still Direction
Carried the same balance into stills. Hero moments focus on appetite and detail. Wider frames bring in the group and the table. Each image moves between desire and connection.