Inadvertently
brilliant
Crafting emotive brands with mad instinct and uncommon acuity. Come build yours — with Heart.
PROJECTs of Acclaim
A Smooth Transition
Baron Herzog — once a dominant force in the kosher wine aisle — still held its iconic status, but was beginning to slip, both in market share and emotional relevance.
In tandem with a strategic redesign of its varietal lineup and a global sales effort, we were brought in to help restore the crown — to bring Baron Herzog back not just as a product, but as a presence.
Baruch Hashem, It’s Shabbos wasn’t just a campaign. It was a cultural jolt.
The idea took off on a red-eye somewhere over middle America. Somewhere between half-sleep and an altitude-induced epiphany, our creative lead sat up, tapped the slumbering client — possibly too hard — and muttered something between Eureka and “write this down.” BHIS.
(It was actually scribbled on the back of a JetBlue napkin.)
The debut video, featuring Yaakov Shwekey, tapped into the soul of Shabbos — capturing the shift from mundane to meaningful, from stressful to serene, from dish towel to dinner napkin.
With over 3 million views and millions more across music streaming platforms, the campaign turned a wine label into a weekly ritual — inspiring deep appreciation for Shabbos Menucha and reigniting the soul of the Baron Herzog brand.
It reminded consumers not just to pour the wine, but to let it breathe. To take a breath.
To proclaim: Baruch Hashem… it’s Shabbos.
One of the most breathtaking masterpieces I’ve seen. Lighting, cast, cinematography — perfection down to the last detail. -- @jacobdriver2174
“I’m a Christian, and this just blew me away. I had never seen anything like it."Every Friday as I leave college, I turn it on. It puts me in the Shabbos mood. I love Shabbos!” — @Wizard_43It’s That Time Again. BHIS!
If the first Baruch Hashem, It’s Shabbos video was a jolt—a cultural reawakening—the second was its quieter echo: deeper, warmer, more tender.
Performed by Shloime Gertner and composed by the incomparable Abie Rotenberg, one of Jewish music’s most quietly profound voices, the follow-up ushered in a second wave of brand expression. The song’s style and the video’s tone were thoughtfully crafted to resonate with a more yeshivish audience—less pop, more soul.
This time, it was less about impact, more about intimacy.
ONE (NOT SO) SMALL APP
One giant foxtrot for the Jewish music scene. Watch the launch video for 24Six, the #1 Jewish Music App. Full project review coming soon.
This three and a half minute short for Tuscanini Foods tells the tender tale of an Italian boy in search of his seafaring papà. We hope you enjoy watching it, as much as we enjoyed creating it. Buona Visione!
La Grande Caccia Al Tonno
A Brazenly Staged Performance
A Time For Music is Camp HASC’s signature annual concert — a star-studded production built for spectacle. When a newly appointed fundraising lead faced resistance from producers focused solely on entertainment, we partnered with them to navigate internal sensitivities and stage a literal showstopper.
The result: a surprise “halftime performance” — a pre-recorded, emotionally charged music video cover of This Is Me, performed by Eli Schwebel and Shulem Lemmer, the first born-and-raised Hasidic artist signed to a major label (Universal Music Group/Decca Gold).
Advertised and hyped as the must-watch moment, it drew record-breaking livestream viewership and donations — right on cue.
“Calculated and Disruptive. The kind of move we should’ve expected from Heart.Works.”
— Abe Eisner, Chairman, Camp HASC Board
spread the warmth
A Brand Short for Wissotzky Tea
A lost voice, a child's mischief, a kallah’s tears—some days don’t go as planned. But a simple act of kindness, a shared cup of tea, can change everything. Directed by award-winning photographer Erik Almas and featuring Eli Marcus, this Heart.Works film captures the power of human connection. For nearly 150 years, Wissotzky has inspired warmth. In a world that longs for kindness, even the smallest gesture can bring us together.
Experience the beauty. Share the warmth.
