Sammy Rawal directs voguing diva Honey Balenciaga, as a magical chef, creating wonders in the kitchen, in this branded music video for the Kelis-performed Square It - part of a new campaign by leading cheese brand Kraft Singles.

In this fast-paced mash-up of voguing and cookery, Honey - star of the HBO reality show Legendary - self-multiplies to make herself as super-creative as possible, while also making impressive moves to the track which was created in a team up with ad agency Johannes Leonardo and maverick singer-songwriter and foodie Kelis.

This is described as part of a companywide 'anti-advertising' effort by Kraft Heinz, as a way to modernise its brands, and also a way to celebrate the growth of the Kraft Singles brand during the pandemic - it registered double digit growth for the first time in five years. In preparing to make the video for Square It, Rawal pitched his idea - including the casting of Honey Balenciaga - to the creative team at Johannes Leonardo.  

“From the first briefing, I was in love with the idea and I really vibed with the JL creatives—we shared a lot of references," says Rawal. 

“My vision was to cast the legendary voguing diva herself, Honey Balenciaga, in an absurd story about a cook hard at work who transforms into a culinary Goddess capable of telekinesis and multiplying herself on command.

"That everyone embraced my pitch for the video to star a queer talent for a campaign totally unrelated to Pride was incredibly refreshing."