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    Droga5, Director Paolo Morabito Bring Home The Transformative Power Of Cooking For Blue Apron

    By SHOOTUpdated:No Comments6267 Views

    Blue Apron, known for delivering memorable cooking experiences to home cooks across the country, launched its latest integrated marketing campaign titled “What Cooking Can Do” in collaboration with agency Droga5 New York.

    The new campaign includes five different stories featured on their respective day of the week (Monday-Friday) in both offline and online channels. Each story highlights a relatable moment that reflects how different people, with different lifestyles, transform a day by deciding to cook with Blue Apron.

    For this “Tuesday” spot, we meet two siblings who use cooking with Blue Apron to celebrate their mom’s promotion. She comes back home from work to find a lovely meal on the table–marking her being made a manager, and her son’s “promotion” to being a grown-up.

    “With this new campaign, we wanted to celebrate that a Blue Apron meal experience is not just about what you are able to cook, it’s who you become when you do,” said Juliana Cobb, group creative director, Droga5. “It’s about the way cooking empowers you to change a moment, a mood, or sometimes the course of an entire day.”

    All the spots in the campaign were directed by Paola Morabito of Knucklehead.

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    Credits

    Client Blue Apron Agency Droga5 NY David Droga, creative chairman; Ted Royer, chief creative officer; Neil Heymann, executive creative director; Juliana Cobb, group creative director; Ben Grube, Brian Eden, associate creative directors; Abe Chuang, copywriter; Karly Brooks, jr. copywriter; Candice Drakeford, jr. art director; Jaymes Barone, sr. designer; Sally-Ann Dale, chief creation officer; Jesse Brihn, Bryan Litman, co-directors of film production; Ruben Mercadal, associate director of film production; Alen Grebovic, sr. producer; Carlos Valdivia, associate producer; Mike Ladman, music supervisor. Production Knucklehead Paola Morabito, director; Sharone Meir, DP; Tim Katz, executive producer/line producer; Catriona Irving, production manager. Editorial WAX Editorial Stephen Jess, Jason Sager, editors; Drew Blake, assistant editor; Toni Lipari, exec producer; Annabelle Cuthbert, producer. Postproduction MPC Jesse Kurnit, exec producer; Catherine Fisher, producer; Jean Clement, colorist. Music Walker Audio Heard City Mike Vitacco, mixer.

    Media Type:Film: Web
    ScreenWork Categories:Commercial
    Video Tags:Droga5KnuckleheadPaola Morabito



    Father-Daughter Farming Duo’s Story Is At Center Of Lay’s Super Bowl Spot Directed By Taika Waititi

    Thursday, February 5, 2026

    Fresh off Lay’s 2025 beloved Super Bowl spot, “The Little Farmer,” and a global brand refresh, comes a brand-new commercial airing in the first half of the big game on Feb. 8.

    Titled “Last Harvest,” the new emotionally driven ad follows a father-daughter potato farming duo as they pass down generations of potato harvesting knowledge, showcasing a true legacy in the agriculture community. Academy Award winner (Jojo Rabbit) Taika Waititi directed “Last Harvest” via production house Hungry Man for agencies Highdive and Frito-Lay in-house shop D3. Waititi brought his signature storytelling style to this year’s Lay’s ad, just as he did with “The Little Farmer.”

    Set against a moving rendition of “Somewhere Only We Know” (originally recorded by English rock band Keane), “Last Harvest” weaves through heartfelt flashbacks, shining a light on the family-owned farms behind many of Lay’s potato chips.

    “Last Harvest” was inspired by Neumiller Farms in Illinois, a family farm that Lay’s parent PepsiCo has worked with for decades. It’s a third-generation potato and vegetable farm now run by father and daughter team Tom Neumiller and Katie Floming, who grow 3,500 acres of potatoes annually. Their farm plays a vital role in the Lay’s story, with Tom now guiding Katie as she prepares to lead the farm’s next chapter.

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