Food is never just a product. It’s a weapon.
We need to give users a reason to care beyond the ingredients, the nutrition facts, the sourcing story or the functional benefit.

I’ve always believed brand building is about more than creating a product and telling people why they should buy it. It’s about understanding who you want to build with, what they care about, and creating something they want to belong to.

AI has made it possible to produce content at an infinite scale. Just because we can produce more, does that mean we should? Brands are feeding people content every day. What kind of food are we serving?

A few weeks before we left Madrid, ARTE.tv came to our home to film my children and I making albóndigas. They ended up documenting a lot more than just a recipe.