Built To Take It All
Director Alaska - Iconoclast
Agency Digitas

Case Study

KitchenAid’s ‘Built To Take It All’ campaign is a mixing pot of stellar live action, type design, 2D and 3D animation, a tasty grade, and well paired VFX, designed by Carbon and directed by Alaska at Iconoclast.

The stand mixer shreds, mashes, whips, chops, and makes the everyday a little more special. We had a blast cooking up a campaign as impressive as the product with our agency partners at Digitas, across a wide menu of television commercials, online content, and social assets for a worldwide audience and market.


  • Creative Director Rob Foster
  • Executive Producer Derek Goldsmith
  • Producer Nathan Lueptow
  • Producer Lauryn Grimando
  • Colorist Julien Biard
  • Executive Producer, Color Laurie Adrianopoli
  • Lead Designer Rob Foster
  • Designer Matt Beharry
  • Designer Tom Burden
  • Designer Justin Harder
  • Designer Katrina Zimmerman
  • Designer Cesar Cid Rivero
  • Animator Sam Giersimczuk
  • Animator Scott Pellman
  • Animator James Tobias
  • CG Lead Sam Giersimczuk
  • CG Arist Scott Pellman
  • VFX Supervisor Guilherme Tollmeiner
  • Lead Flame Artist Michael Sarabia
  • Flame Artist Heidi Anderson
  • Flame Artist Steven Wind


  • Brand KitchenAid
  • Director Alaska
  • Production Company Iconoclast
  • Producer Rob Stark
  • Director of Photography Pierre Kerchove
  • Agency Digitas
  • ECD Laura Keeler
  • Producer Rob Tripas
  • CD Christina Swan
  • CD Danny Weilandt
  • Editorial Company Work Editorial
  • Editor Chris O’Brien
  • Sound Another Company

Styleframes, design exploration, & recipe testing

Before jumping into the meat of our production, our global team donned their aprons and hopped into the test kitchen, exploring and sampling type design, end tag animations, and motion graphics.

Motion Tests

Complementary flavors

The moment the KitchenAid switch gets flicked, the type and text move into action too! We tested the best ways to integrate our design, animation, motion graphics, type design, and CG as a seamless and perfect pairing to Alaska’s live action. What can we say? Everyone loves a little flavor enhancer.

Social Media Swirls