CULTIVATE ASSEMBLY | REIMAGINE PURPOSE
[PART ONE]
“The work that nobody asked for. The project with no client. The campaign with no product.”
When Renee from Cultivate Assembly approached me with this concept, I knew we were venturing into uncharted creative territory. How do you create a campaign that demonstrates what a multi-disciplinary creative does without actually showing what they do? The answer, apparently, involves mushrooms.
The Ultimate Mushroom Cookbook wasn't just a cookbook—it was creative rebellion disguised as content marketing. A single-recipe publication that existed purely to prove a point about creative courage and the audacity to question every “should” in sight.
My role as Creative Director and Campaign Producer meant translating Renee's beautifully chaotic vision into something tangible. We weren't selling anything, promoting anything, or building towards anything. We were simply making something because it wanted to exist.
The forest location became our studio for this first act of rebellion. Capturing the mysterious, the unexpected, the deliberate excess of creating something gloriously unnecessary. Every shot needed to embody the campaign's central message—the barrier was never skill or capability—it was permission.
What emerged was the perfect opening statement for what would become an extraordinary trilogy of creative audacity.
