Expert Through the Sieve - Case Study film
What is flour, anyway? | Expert Through the Sieve – Episode 1 | St. George’s Mills
The flour conspiracy | Expert Through the Sieve – Episode 2 | St. George’s Mills
Oat flour – superfood or super-hype? | Expert Through the Sieve – Episode 3 | St. George’s Mills
The secrets of dough | Expert Through the Sieve – Episode 4 | St. George’s Mills
Kneading the future | Expert Through the Sieve – Episode 5 | St. George’s Mills
WHY ARE WE SIFTING THE FLOUR? What are we hoping to find? | FIND THE ANSWER IN EXPERT THROUGH THE SIEVE
FLOUR | Science or magic? | EXPERT THROUGH THE SIEVE WITH MARIA ALEVROPOULOU-KOSKINOULI
If I want to make something with Dinkel flour, what degree do I need? | FIND THE ANSWER IN EXPERT THROUGH THE SIEVE
OAT FLOUR: A SUPERFOOD OR FLOUR WITH REALLY GOOD PR? | FIND THE ANSWER IN EXPERT THROUGH THE SIEVE
After you put the magic in the dough, do you also cast a spell? | EXPERT THROUGH THE SIEVE WITH MARIA ALEVROPOULOU-KOSKINOULI
EXPERTS IN FLOUR. ONLY. | Watch the big finale EXPERT THROUGH THE SIEVE
Description
Expert Through the Sieve is a mockumentary series that turns a basic kitchen staple into bingeable entertainment. In a country where flour is used constantly but treated as one-size-fits-all, a trusted flour brand puts its own expertise under investigation. Led by a deadpan, over-zealous journalist, the series interrogates real millers, bakers, and technicians to answer a simple question: do we really need so many flours? By questioning itself first, the brand earns relevance, credibility, and renewed attention.
This professional campaign titled 'Expert Through the Sieve' was published in Greece in May, 2025. It was created for the brand: St. George's Mills, by ad agencies: DDB Athens and LamaDDB. This 360°, Digital, and Integrated media campaign is related to the Food industry and contains 12 media assets. It was submitted 3 days ago by LamaDDB of LamaDDB.
Credits
Brand: St. George's Mills
Advertising Agency: LamaDDB, Athens, Greece
Production: Stefi Productions, Athens, Greece
Directing Team: KIMINO, Athens, Greece
Executive Creative Officer: Lazaros Evmorfias
Creative Director: Angeliki Karnoupaki
Senior Art Director: Iuliia Piatnitcyna
Copywriter: Maria Kasviki
Junior Art Director: Anna Georgaki
Associate Creative Director: Kyriakos Karamalakos
Business Unit Director: Christiana Tolia
Account Director: Chrysa Antonopoulou
Account Manager: Katerina Pantazi
Strategic Planning Director: Nassia Karanikoli
Creative Executive Producer: Maria Stefanidi
Line Producer: Alberto Tzikas
Film Directors: Andreas Chalikias & Nikolas Passaris
Photographer: Pantelis Zervos
Actress / Key Cast: Maria Konstantaki
