Having quickly decided that they wanted to break away from the traditional codes of the luxury industry, Proximity BBDO chose to collaborate with an artistic collective focused on adventure and the great outdoors to create a team comprised of 4 photographers and 2 directors. Everything was photographed and recorded throughout the day from 5 am out on the fishing boat to the finished dishes on the table. This documentary-style approach breathed energy and authenticity into the images taken (as well as a memorable day for the chefs). This live-action content was then edited and shared across social media by not only Krug but also by the chefs themselves, who were enthusiastic to share their experience with their fans on Instagram Stories.