The value of the invisible

The Value of the Invisible (2019)

This project represents a deep exploration of the intangible forces that underpin culinary mastery.

Our core conceptual premise is that “visibility creates the form; the invisible gives it value.” It was an invitation to go beyond the surface and reveal the unseen, often unspoken, elements that elevate haute cuisine to an art form.

From the outset, our focus was on developing a strong conceptual framework that would serve as the foundation for both visual storytelling and content. We aimed to craft a narrative that not only showcased the skill and creativity of top chefs but also illuminated the subtle, invisible qualities—such as technique, ingredient integrity, passion, innovation, and intuition—that are essential to their success.

The process involved meticulous research and collaboration with some of the most renowned and influential chefs in our country. We designed a series of episodic content and a comprehensive documentary, all shot on location at celebrated restaurants like Alkimia, Disfrutar, Akelarre, Mina, and others. Each episode was conceived as a visual and conceptual meditation on the “invisible,” with each chef sharing personal insights into what drives their excellence beyond the tangible.

Our approach was to intertwine aesthetic elements with metaphorical storytelling—using imagery, sound, and narrative devices to evoke the sense of something intangible yet vital. The result is a compelling and layered body of work that champions the unspoken, the concealed, the essence that gives substance and depth to culinary innovation.

This project exemplifies our studio’s commitment to conceptual depth and storytelling sophistication, aiming to shift perceptions and inspire appreciation for the unseen craftsmanship behind culinary artistry.