Heatonist
Microdose your taste
2025
AD campaign
Sideproject
Role/
Art direction, Design
Insight
Just a few drops of hot sauce can elevate the entire flavor of a dish.
Idea
Adding hot sauce to food is a form of microdosing—a deliberate, minimal intervention that dramatically amplifies taste. It’s flavor doping for food.
Concept
The concept visualizes hot sauce through extreme magnification, framing it as microdosing: a small dose with an outsized impact. By enlarging the sauce itself, the project makes the invisible power of a few drops visible.
2025
AD campaign
Sideproject
Role/
Art direction, Design
Insight
Just a few drops of hot sauce can elevate the entire flavor of a dish.
Idea
Adding hot sauce to food is a form of microdosing—a deliberate, minimal intervention that dramatically amplifies taste. It’s flavor doping for food.
Concept
The concept visualizes hot sauce through extreme magnification, framing it as microdosing: a small dose with an outsized impact. By enlarging the sauce itself, the project makes the invisible power of a few drops visible.
This print visualizes a hype-driven aesthetic
by highlighting the ingredients found in the sauce
Placing a microdosing bar or foodtruck
in front of low-rated restaurants or take-out spots,
allowing hot sauce to be used like an emergency
ampule-a last-minute flavor that upgrades food on the spot
in front of low-rated restaurants or take-out spots,
allowing hot sauce to be used like an emergency
ampule-a last-minute flavor that upgrades food on the spot