Tate’s Bake Shop

Tate’s Bake Shop

“Crunch”

When Tate's Bake Shop set out to celebrate the signature crunch of its iconic Chocolate Chip Cookie, we discovered the story wasn't just about the cookie itself.

It was about the ritual.

The quiet moment before the first bite. The afternoon iced coffee. The anticipation of opening the bag, placing cookies on a plate, and slowing down long enough to enjoy something genuinely worth it.

As director, I approached the campaign through a series of highly-observed moments, combining macro cinematography with intimate lifestyle storytelling. Every shot was designed to highlight the sensory experience that makes Tate's unique: the thin, crispy texture, the abundance of chocolate chips, and the simple ingredients behind the product.

The campaign includes a :30 hero film, :15 cutdown, and social assets built around a single idea: the most compelling food stories are found in everyday rituals.

As a director, it's incredibly rewarding when a brand leaves room for restraint, observation, and tabletop precision.

Director Jennifer Davick for Tate’s Bake Shop :30 “Crunch”

Sometimes the strongest food stories aren't about the product. They're about the ritual surrounding it.

We built the campaign around savoring the moments before the crunch.

Immense gratitude to the team at Tate's Bake Shop and Mondelēz International for trusting my directorial vision for this campaign.

Huge thanks to the incredible crew and creative partners who brought this to life.

Client: Tate's Bake Shop | Mondelēz International
Director: Jennifer Davick | Ingredient
EP: Melissa J. Kosmaczewski
Line Producer + Editor: Nathan Beaman
DOP: John McCabe
Gaffer: Lukens, Adam
Key Grip: Stian Nilsen
Set Designer: Alethia Weingarten
Food Stylist: Laura Kinsey Dolph
Makeup Artist: Walton Nunez
Talent: Cristina DeHart