Client
JAN Group (Nice, France)
Role
Creative Direction
Subject
Michelin-starred restaurant
The Brief
Creative direction for Chef Jan Hendrik van der Westhuizen, South Africa's first Michelin-starred chef, and his restaurant JAN in Nice.
The Challenge
Premium register, slow pace, no hiding. Michelin-level work doesn't tolerate noise.
Patience. Cooking as craft, restaurant as story, chef as character. No tricks.
“Different muscle from sport. Same eye.”
Outcome
Michelin
Star-level register held
Premium
Restraint over noise
Trust
Full creative ownership
Next Project →
Global Off-Court Campaign
NBA / 2026