Director Jonathan Krisel Takes Oat Milk to Strange Places for Chobani

In Chobani’s latest spot from The Martin Agency and caviar Director Jonathan Krisel, Oatmilk Is everywhere. It’s a modern art sculpture, the outfit everyone is talking about at the fashion gala, the new beverage of choice to dump on your football coach after a win — it’s taken the world by storm, you may have just missed it. And it’s also at your local grocery store.

In bringing this comically absurd oat milk-filled world to life, Caviar partnered with The Roots Production Service for the shoot in Chile. Knowing that making comedy is more than a punchline, The Roots worked to create the many desperate and distinct sets required to build this exaggerated world of oats.