ASK
Convince young cooks that Victorinox is a premium knife they can afford if they choose to invest in quality.
Convince young cooks that Victorinox is a premium knife they can afford if they choose to invest in quality.
INSIGHT
Even with limited means, young adults will stretch for brands whose heritage reflects the identity they want to project.
Even with limited means, young adults will stretch for brands whose heritage reflects the identity they want to project.
CONCEPT
“Swiss for Sharp” reframes Victorinox as an attainable a knife that elevates both your cooking and how you see yourself.
“Swiss for Sharp” reframes Victorinox as an attainable a knife that elevates both your cooking and how you see yourself.
COLLABORATORS
Harley Babbitt and Marjorie Lewis
Harley Babbitt and Marjorie Lewis
This magazine ad uses a close-up photo of a block of cheese to tie Victorinox’s sharpness to Swiss precision. Placed in Food & Wine, it targets younger home cooks who want speed and control.
This bus stop ad uses a close-up of a Victorinox knife cutting through a kiwi alongside the line “Mediocrity won’t cut it, but our knives will” to emphasize Swiss precision. It speaks to younger, efficiency-minded cooks in fast-paced urban environments.
This building ad uses a giant knife to pierce the words “The Swiss don’t miss” to demonstrate Victorinox’s Swiss precision. By extending the knife beyond the billboard, the execution makes Victorinox impossible to ignore for urban audiences.
This ad show how the opening doors cut food by using the mechanics of an elevator to demonstrate Victorinox's sharpness.
I art directed and photographed every image, using a macro lens and controlled lighting to convey confidence and precision.