Graza
Sign your dinner.
A spec campaign system for the olive oil that comes in a squeeze bottle. One rule, three colors and every format from a phone screen to a billboard: three vertical spots, a 21:9 billboard and a set of recipe cards.
Creative direction · Campaign system · Vertical video · Out-of-home · Recipe design · CopyA drizzle is
handwriting.
Why this idea, for this brand.
The brand
Graza put olive oil in a squeeze bottle, a first for the category, with two oils: Sizzle for cooking and Drizzle for finishing. Its voice is casual and its look is playful.
The insight
The squeeze bottle turned olive oil from a pour into a gesture. A drizzle from a squeeze bottle is closer to handwriting than measuring, and everyone’s comes out a little different.
The idea
Sign your dinner. The finishing drizzle is your signature on the plate. Every piece of the campaign is one dish, shot from above, signed with one continuous line of oil.
The gesture, not the bottle.
Graza’s bottle is its signature and it protects it, so this concept never recreates it. Only a plain nozzle enters the frame. The oil line does the branding.
A system, not a hero.
One rule repeats across every format, so a new dish is a new ad in minutes and the feed reads as one campaign.
Food-color fields.
Tomato red, pea green and yolk yellow come from the dishes themselves, so color and food always agree.
One dish. One line.
“Sign your ___.”
A condensed sans in caps for the verb and the dish, with a script “your” in between. The script is the only handwriting on the page, echoing the oil line it sits next to.
Top-down dish, centered. One continuous drizzle line. The headline is always “Sign your ___.” Wordmark bottom-left. The nozzle only ever enters from the top edge.
The dish, the field color, and the shape of the signature, which is never drawn the same way twice.
9:16 spots (5.7 s squeeze, 1.8 s type), a 21:9 billboard, 4:5 recipe cards, and a 3×3 grid where each dish takes one row.
Sign your
tomatoes.
One row of heirloom tomatoes signed in a single loop of oil, running off the edge of the board. The headline gets the empty green on the left, so the line can be read from a moving car.
Every recipe
ends the same way.
Three steps, and step three is always the signature. The cards work as feed posts, as inserts in the box, and as printed cards at a tasting.
Sign your dinner.
VariantsSign your eggs. · Sign your tomatoes. · Sign your pasta. · Sign your leftovers. · Sign your salad, your toast, your Tuesday.
End-card kickerFinish with a drizzle.
- Show us your signature. Everyone’s drizzle is different.
- Forgery is encouraged.
- Step three is always the same.
#SignYourDinner: post the plate, we repost the best signature of the week.
Three vertical spots
Eggs, tomatoes, pasta, plus a stitched 22.5-second cut.
21:9 billboard
Sign your tomatoes.
Three recipe cards
One template, step three is always the signature.
#SignYourDinner
A weekly repost of the best community signature, in the same top-down format.
Signature placemats
Paper placemats for restaurant partners with a dotted “sign here” line around the plate.
Real overhead shoot
The spots reshot on a rig with real dishes and Graza’s own bottle.
A good system makes the hundredth ad as easy as the first. Here, a new dish is a new ad.
Project scope & production notes
What this covers
Campaign idea and copy
System rules and typography
Vertical spot direction and edit
Billboard and recipe card design
Rollout plan
What it is not
An unsolicited spec concept, not commissioned or approved by Graza. All food footage, stills and music are AI-generated (fal.ai: nano-banana 2.1, minimax h3, stable-audio 2.5), then art directed, typeset, edited and finished by hand. Graza’s bottle, logo and illustrations are not shown or recreated; the wordmark is set in plain type.
Concept, art direction, copy, type and edit: Isaac Hernandez. Footage, stills and music generated with AI models under his direction.
Fishwife
A postcard you can eat.