On September 12, Impossible Foods launched its plant-based Impossible Burger at White Castles nationwide. The partnership is a somewhat historic one for the award-winning food start-up as White Castle becomes the first national restaurant chain to offer the Impossible brand. So what is the best way to celebrate such a monumental feat?
Naturally, you fly the Wu-Tang Clan’s RZA, GZA, and Ghostface Killah into space to eat Impossible Sliders and answer life’s most pressing philosophical questions … with the help of a 6-year-old girl.
To clarify: White Castle and Impossible Foods have created a four-part online series featuring the legendary hip-hop artists called “Wu-Tang In Space Eating Impossible Sliders.” Directed by Sam Spiegel, the premiere episode centers the theme of “perspective” with a retro aesthetic reminiscent of the Star Trek from the 60s and 70s.
“It’s kind of crazy on Earth right now, so we came to space to get some perspective and acquire some knowledge,” explains Ghostface Killah from his seat aboard their spacecraft, the Wu-F-O. He’s accompanied by GZA and the “all-knowing supreme data system,” RZA 9000, as they answer questions from actual fans, such as “how can I further extend my consciousness” and “what is my dog thinking?” For additional insight, RZA 9000 beams in a precocious 6-year-old girl who is eager to share her knowledge of the relationship between ideas and dreams. The episode ends (spoiler!) with GZA and Ghostface Killah spectating a “Moon Fight” between two extraterrestrial beings, enjoying Impossible Sliders.
It’s undoubtedly bizarre. It’s also a stroke of creative genius. The series was conceived by Impossible Foods’ all-female creative department led by executive creative director Sasha Markova, creative director Giselle Guerrero, and managing director Heather Huestis. With the help of Spiegel, who has worked with the likes of Maroon 5 and the Yeah Yeah Yeahs, and Dan Curry, the head writer of The Eric Andre Show on Adult Swim, they’ve managed to create a concept as unique as the burgers themselves.
“As America’s home of the original slider, we appreciate the ‘out of this world’ perspective the Impossible Foods team has brought to our partnership,” said Kim Bartley, chief marketing officer at White Castle.
Client: Impossible Foods
Client: White Castle
Agency: Impossible Foods In-House
Executive Creative Director: Sasha Markova
Creative Director: Giselle Guerrero
Executive Managing Director: Heather Huestis
Executive Producer: Craig Keppler
Production Company: Hey Wonderful
Director: Sam Spiegel
Founder/Managing Director: Michael Di Girolamo
Executive Producer: Sarah McMurray
Executive Producer/Head of Production: Earl McDaniel
Line Producer: Vincent Terrazzino
Director of Photography: Robert Yeoman
Production Designer: Matthew Holt
Art Director: Melissa Broker
Editorial Company: RPS
Editor: Austyn Daines
Assistant Editor: Sebastian Zotoff
Managing Director: Eve Kornblum
Executive Producer: Raná Martin
Head of Production: Esther Gonzalez
Producer: Sasha Grubor
VFX Studio: a52
VFX Supervisor: Andy Rafael Barrios
Lead Flame Artist: Andy Rafael Barrios
2D VFX Artists: Michael Plescia, Andy Davis, Brad Scott, Stefan Gaillot Design Director: Hazel
Designers: Ben Woodlock, June Cho
Producer: Sarah S Laborde
Executive Producers: Patrick Nugent & Kim Christensen
Managing Director: Jennifer Sofio Hall
Colorist: Paul Yacono
Color Assistants: Tanner Hladek, Corey Martinez
Color Producer: Jenny Bright
Executive Producer: Thatcher Peterson
Music/Sound Design: Squeak E Clean
Join the foremost brand marketers, such as Marc Pritchard, Brad Hiranaga, Kory Marchisotto and more, for Brandweek Masters Live on Sept. 14-17. Secure your pass and learn from the brand masters.