Challenged to “make beef cool again”, we found that Gen-Z foodies expect meals to take them on a culinary journey. So we flipped the script on everything you thought you knew about beef, associating beefy bites with active, adventurous lifestyles. We created the most extreme dinner reservation of the year with our High Steaks dining experience, an adrenaline-filled fine dining pop-up bolted to the side of a cliff, 8,500 feet in the sky.

We invited influencers, industry leaders, and comedian Joel McHale to inaugurate the hair-raising culinary experience. The six-course menu included trail mix jerky for the ascent into the clouds, gold leaf short rib skewers, and cocktails served in femur bone. Harness and helmet included.

Our captured content revealed that the breathtaking views of miles-high dining are the only thing that can rival the taste of Certified Angus Beef.

Impact:

• 328 total earned placements

• 1.1B earned impressions

• 1.2M net new users to the brand reached through High Steaks paid social campaign

Role: Conceptual development, New business pitching, Pre-production planning, photo styling, logo design, video storyboarding