Circulon
Brand Strategy/Design/Video Production
“Built to Last”
When Circulon cracked the code on scratch-resistant nonstick, we didn’t just tell people—it had to be felt. So we turned pots and pans into percussion, proving toughness through rhythm, not recipes. The result? A brand that didn’t just make noise—it made an impact.
Problem
Circulon had developed a true innovation: nonstick cookware that could actually resist scratches. But in a sea of sameness, simply saying it wasn’t enough. To stand out, Circulon needed to prove its toughness in a bold, undeniable way—and escape the predictable world of sauté shots and cooking demos.
Solution
We flipped the script. Instead of showing what the cookware could cook, we showed what it could endure. Enter: a drum solo of durability. We built a custom drum kit out of Circulon pots and pans and hired a professional female drummer to deliver a blistering performance—turning a simple product demo into a defiant, unforgettable spectacle.
Result
The campaign struck a chord—earning front-page features in every major cookware trade publication and running globally for years. Its success led to renewals, and the drum kit itself became a traveling installation, creating buzz, content, and a lasting symbol of Circulon’s difference.
