About This Project
Creative Direction // Production // Retouching // 2018
Pure Bred has created a model for raising lamb founded on a respect for nature. Their patented system, Safe Alternative®, demands observation of the animals, data collection regarding their feeding and their growth, and a verification of their source once they reach the consumer. It allows the consumer to be connected with the farmer and united in this philosophy of care and respect for the animals they raise in hopes of setting the standard for the treatment of farm animals in America. Pure Bred is proudly produced by Elysian Fields Farms and Chef Thomas Keller.
An ad placement in Table Magazine's latest issue.
In order to execute Pure Bred's ad, Adam Milliron was enlisted to capture the product prepared by 36 chefs while Ana Kelly styled each dish. The completed plates featured Steelite's current line of dishware accented by white marble.
The tagline reads: "For the best chefs in the country and your home." We used this to explain that not only can you find this product in some of the best restaurants in the world, but that the Pure Bred experience can also be enjoyed in your very own home.