FARMUSE Brings Klaviyo's Joyful NYC Campaign to Life with Alison Roman and Fishwife
When Klaviyo – a leading AI-powered platform – teamed up with Fishwife, a direct-to-consumer brand that specialises in sustainable tinned seafood, and celebrated chef and storyteller Alison Roman they needed a production company that could bring together diverse elements – culinary creativity, influencer storytelling, and sleek design – into a cohesive whole.
Enter FARMUSE. From managing casting and crewing in NYC to capturing the perfect moments on set with acclaimed director Tara Donne, FARMUSE ensured Klaviyo’s 'Make Every X Count' a Black Friday / Cyber Monday campaign stayed true to its vibrant, authentic spirit. By bringing together a dynamic production, the team helped create a content-rich campaign celebrating small businesses and showcasing the brand's focus on smarter digital relationships.
Here, FARMUSE CEO and EP, Michelle Nicholson takes LBB’s April Summers behind the scenes of the collaboration, offering insights into the creative strategy, the logistical challenges, and the dynamic process that made this project a standout success.
LBB> When did FARMUSE first get involved with this campaign? What was your initial approach at the beginning?
Michelle> FARMUSE got involved in this campaign through our network partner, Nostos. We were brought on to help bring Klaviyo’s campaign to life, which spanned CTV, testimonials, social content, photography, and a pop-up event in NYC. From the start, we focused on assembling talent that could bring the right style, mood, and tone to marry the personalities of Becca Millstein from Fishwife and chef Alison Roman while showcasing how Klaviyo brought them together. Recommending Tara Donne as director was the perfect choice—her work is warm, authentic, and visually stunning, aligning beautifully with the campaign’s vision
LBB> How did the client utilise your services, and in what ways does this project demonstrate FARMUSE's diverse capabilities?
Michelle> For this campaign, Klaviyo tapped into multiple FARMUSE services: from crewing and casting in NYC to set design/art direction that reflected the campaign's culinary and lifestyle focus. FARMUSE managed all the details, from finding the perfect location to casting, working alongside Tara to align her vision throughout.
This project showcases our ability to work anywhere (yes, we work outside of Nashville all the time!) and can always offer the same tailored, bespoke experience of a great crew while seamlessly managing all the logistics that go into a shoot. It's a great example of how FARMUSE can curate every facet of a complex, multi-platform campaign.
LBB> This was shot on location in New York City—how did FARMUSE’s flexible model and robust network come in handy for this project?
Michelle> Both locations exceeded our expectations. I was obsessed with the offices and brownstone we were lucky enough to shoot in the Clinton Hill neighbourhood of Brooklyn. Our NYC-based network allowed us to quickly crew up with great talent.
LBB> Did you face any challenges or technical difficulties during this project? And if so, how did you overcome them?
Michelle> Working in NYC always keeps us on our toes! Besides dealing with a crazy travel week, our biggest challenge was the sheer volume of content we needed to capture across two locations in just two days. We overcame this by staying in constant motion, moving from one shot to the next without much time to second-guess or overthink.
LBB> How did FARMUSE assist with the appropriate art direction and production design to ensure the shoot fit both the original brief and Tara’s mood boards?
Michelle> We focused on locations that worked hard for us. They had to fit the vibe of Alison's kitchen and the warmth of Becca and her employees in their office setting. FARMUSE collaborated closely with Tara to select ideal locations and craft production design that felt authentic to both women. Every visual choice was thoughtfully aligned with Tara’s vision.
LBB> Can you tell us a bit about the dynamic between FARMUSE and director Tara Donne, and how you worked together to bring this project to life?
Michelle> We’ve had the pleasure of working with Tara on a variety of photography shoots, butthis was our first time collaborating with her as a director. Tara brought a beautiful vision and a deep understanding of the culinary world, which was key to the campaign's authenticity. FARMUSE worked closely with her to ensure every element—from locations to shoot logistics—aligned seamlessly. We supported her creative process, providing the crew and production smarts needed to bring her ideas to life while capturing the authenticity and warmth she’s known for. It was an exciting evolution of our partnership.
LBB> What was your reaction to the final cut?
Michelle> We really dig the final cuts. I especially love the candid moments with Alison and the camaraderie with Becca and her team. There’s a clear sense of joy and respect in how they approach their work.
LBB> Any other interesting insights you would like to add?
Michelle> When you’re capturing a variety of assets in a single day—from a :30 spot to testimonials and all the on-set vibes—flexibility and trust in the team are essential to elevate the work. The energy from everyone involved made the fast pace not only manageable but also rewarding.
