KitchenAid along with creative agency Idea Farmer, has announced the premiere of an original short film, The Possibilities Of Honey, available to watch on the brand’s newly minted content hub, KitchenAid Stories beginning today.
The collaborative brief profiles makers throughout the honey process and across America – directly connecting to KitchenAid Stories’ goal of spotlighting craftspeople, chefs and changemakers via engaging, inspiring and educational narratives.
The Possibilities of Honey weaves together an awe-inspiring natural process across three chapters of the nearly 9-minute short film. Beginning in Hawaii, the tale takes flight highlighting Michael Domeier, owner of
Rare Hawaiian Honey Company on the nuances needed to produce honey.
The film chronicles how, in specific, ‘chasing the bloom’ has allowed Domeier and his team to cultivate production of one of the world’s rarest
honey varietals – kiawe. The second chapter illuminates the art of honey blending at Rice’s Honey in Greeley, Colorado where ‘mining the gold’ means blend-batching honey based on florals and nectars to create microspecific regional flavor profiles.
Finally, the honey is itself the means for creation in the final chapter of The
Possibilities Of Honey with a visit to Heidrun – a meadery in California that illustrates how ‘tasting the flower’ fosters an appreciation for preserving the flavor as best possible to experience the same taste sensations the
bee had tasted. Watch below:
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“Audiences seeking out stories that go beyond ‘authentic’ and ‘original’,” said Idea Farmer CEO & Founder, Josh Beane. “We’ve always advocated for cultivating narratives across unique touchpoints that entertain, educate and inspire the viewer. We’re thrilled that our partners at KitchenAid® understand the significance this can hold for not only those who are passionate about the KitchenAid brand but also the entire culinary community.”
The short film will position itself as the first tentpole of content to arrive to KitchenAid Stories, a new platform that will helm KitchenAid ® owned, conceptualized, produced and realized mediums that elevate
the stories of chefs, makers, and epicurean radicals changing the landscape of which we live and KitchenAid ® affects.
A place to celebrate and inspire makers, KitchenAid Stories will seek to position itself as a source for inspiration and discovery through film, editorialized content and interactive storytelling; an experience created
for those who see endless possibilities in making. Idea Farmer is expected to collaborate on a secondary narrative set to premiere in winter 2020 with additional content to be announced soon.
“KitchenAid Stories is a platform we’ve long been excited to bring to life,” remarked Megan Walters-Pirri, Senior Brand Manager at KitchenAid®. “The Possibilities Of Honey exemplifies the storytelling we are seeking to
share and I can’t imagine a better film to launch the concept. The makers that the team from Idea Farmer sought to profile in their connection to honey should resonate with everyone. “
SOURCE: KitchenAid
