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.





It worked btw.


Video written and edited by me. Stills, package design and retouching by Erynn Mattera.
Idea by the both of us.

CDs: Nick Sonderup, PJ Pereira
Producer: Molly Harrower
VO by Pete Ostella. Music by Quiet City