Rao’s Homemade dominated its category in a year when any and all market trends and predictions were thrown out the window. The premium pasta sauce knew it had to keep the conversation going and we knew we had to break away from typical grocery store advertising. We looked to coffee table books that had become more popular than ever and enlisted photographer Marcus Nilsson to do a stills-only shoot. We wanted to capture an editorial style like you would see on the pages of Bon Appetit or your fanciest friend’s kitchen. Somehow we pulled it off remotely and are extremely happy with a campaign that is as authentic as it is soulful.