For this merch collaboration between Dinner Service and Leon’s Bagels, The Conduite led creative direction — building a visual concept that spun off Leon’s iconic “Nothing Fancy” slogan. We transformed a simple sidewalk into an elegant dinner party, shot outside the bagel shop.

In collaboration with the Dinner Service team, we crafted content that blended irony and elegance, playing with contrast: vintage silverware, tapered candles, and a five-course setup — all on folding tables next to Leon’s Bagels. The result was a viral-worthy campaign rooted in humor, aesthetic storytelling, and a deep understanding of NYC culture.