Rockstar Kitchen × Chef JRob: The Brutalist Dinner
Creative Direction · Experiential Design · Pitch Development

I didn't pitch Chef JRob with a deck. I pitched him with a dinner.

To show what we could do together, I conceived and produced a fully realized mock dinner experience, using Brutalism as the creative theme and visual direction. Its raw, bold and unapologetic style is a natural fit for his Rockstar identity.

Every concept was mine, from the core idea to the smallest brand moment. The dinner took his identity beyond the plate and into a complete guest experience:

• Environment: a space designed to feel as bold as the chef

• Tablescape: Brutalist forms, textures and materials at every setting

• Props: designed and produced in-house to bring the concept to life

• Printed collateral: menus and table pieces that carried the story

• Visual storytelling: intentional brand moments woven throughout the dinner

This was more than a presentation. Chef JRob got to walk into the vision and experience it firsthand, and to see how creative direction could lift his brand through experiential storytelling.

The result: the mock experience turned the pitch into a signed contract.

MOCK EXPERIENCE → PROOF OF CONCEPT → SIGNED CONTRACT

Role: Creative Director
Scope: Concept Development · Experiential Strategy · Art Direction · Environmental Design · Prop Design & Production · Guest Experience · Brand Integration · Pitch Development