Caviar Director Jonathan Krisel & Martin Agency Take Oatmilk To Strange New Places With Help From The Roots

Mar. 25, 2022

In Chobani's latest spot from The Martin Agency and Caviar Director Jonathan Krisel, Oatmilk Is everywhere. It’s a modern art sculpture, the outfit everyone is talking about at the fashion gala, the new beverage of choice to dump on your football coach after a win — it’s taken the world by storm, you may have just missed it. And it's also at your local grocery store.

In bringing this comically absurd oatmilk-filled world to life, Caviar partnered with The Roots Production Service for the shoot in Chile. Knowing that making comedy is more than a punchline, The Roots worked to create the many desperate and distinct sets required to build this exaggerated world of oats.