Vincent Noguchi is known for creating beautiful food photography, so our concept was inspired by food and the exclusivity of a 'Director's Cut' screening.
We collaborated with a local chef and to create 2 distinct potato chip flavours – Smoked Hickory & Sea Salt & Black Pepper. We designed the Noguchi's 'Director Cut' chips to be sent out to clients and the advertising community mid-afternoon when food cravings are high. The chip packaging had clever messaging directing you to sit back, enjoy your chips and visit their website to watch the making of the chips, directed by Vince Noguchi Studio.