ArtClass Director Daniel Russell and Mustard Drop a Cookout Classic Spot For New HEINZ Sauce

Earlier this year, the internet went wild when HEINZ and GRAMMY Award-winning producer Mustard announced their yearlong collab. Now, they’re back on the beat to officially drop their highly anticipated, limited-edition sauce collab.

In all new creative, HEINZ pays homage to cookouts with a new campaign featuring its new Chief Mustard Officer, Mustard, debuting his limited edition MUSTAAAAAARD sauce. The sweet and smoky Chipotle Honey Mustard takes center stage in this campaign directed by ArtClass’s Daniel Russell. Featured as Mustard’s secret weapon for cooking ribs, the HEINZ MUSTAAAAAARD is present while Mustard grills for his friends. A love letter to cookouts, the films build anticipation for the limited summertime drop and invite audiences to make themselves a plate with some extra room for MUSTAAAAAARD.

With Mustard speaking as a connoisseur, the spots take everyone’s favorite producer and condiment and make something truly scroll-stopping. As Mustard pulls up in a beautiful ‘64 Impala to prepare for this barbecue, Daniel compliments Mustard’s relaxed confidence with Super 8 footage and other analog modalities to give these spots the texture of a home movie. Designed with social media in mind, Mustard’s monologue is candid, casual, and every bit as attention-grabbing as his beats. A perfect fit for this HEINZ’s campaign, Daniel’s directing style is characterized by its bravado and bold visuals, stylishly pairing summer-soaked images of cookouts with HEINZ’s new MUSTAAAAAARD.

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