What happens when you leave flour and water in open air? It starts to grow. So we wondered, what happens when you leave the same mixture in the air where the type of ideas that make businesses grow are floating around day in and day out?

You get GROWTH—a sourdough bread yeast cultivated from the creatively-charged air in Pereira O'Dell's office. Once, a real product we actually made, now SOLD OUT.

 Video written and edited by me for Pereira O’Dell. Stills shot and retouched by Erynn Mattera. Idea by the both of us.