For Taza, we wanted to do a campaign that felt as bold, hand-hewn, and highly crafted as the products themselves. Taza had a unique challenge, which was to educate people about the stone-grinding process that makes their chocolate taste—and feel—so different from mass-produced, ultra-processed chocolates. We loved their fearless nature and their desire to go right at their mega-corporate competition (who shall remain nameless), but we appropriately refer to as Big Chocolate.