Kroger project shot by Director of Photography Sherman Johnson

Kroger "Holidays"
Director: Paco Cruz
Production Company: Havoc

Kroger “Holidays” is a holiday commercial directed by Paco Cruz and photographed by Director of Photography Sherman Johnson. Produced by Carlos Gutierrez for Havoc Content and filmed in Miami, Florida, the campaign celebrates the role food plays in bringing families together throughout the holiday season. The film moves through a series of warm, observational vignettes inspired by Thanksgiving, Christmas, and New Year’s gatherings. Focusing on shared meals, family traditions, and moments around the table, the campaign highlights food as a centerpiece of connection and celebration. Photographed on the ARRI Alexa Mini with ARRI Ultra Prime lenses, the visual approach combines naturalistic performances, lifestyle-driven storytelling, and detailed food photography to create a warm and inviting portrait of the holidays.