Look to the Source: Nānā I Ke Kumu
CLIENT: Kamehameha Schools, Our Kaka‘ako
SECTOR: Land Ownership & Development
SERVICES: Events • Marketing • Video • Social Media
Challenge
The objective was to reposition Our Kaka‘ako as a culturally grounded and community-focused neighborhood while increasing awareness of Hawaiian values, driving social media engagement, and attracting support from the food industry — all without predefined performance benchmarks as a new initiative.
Approach
Olomana Loomis ISC developed a three-episode video series hosted by local chef Mark “Gooch” Noguchi. The videos explored the cultural roots of pa‘akai and its use in local dishes, featuring interactions with salt farmers, chefs, and food producers. The Hawaiian concept “nānā i ke kumu” — to look to the source — guided the narrative, reinforcing the ties between land, culture, and cuisine.
Execution
Episodes were released via email, social media, a dedicated webpage, and a YouTube channel. Each video (6–8 minutes) featured immersive storytelling, including a traditional salt farm, seafood auction, and local farms. A premiere launch at SALT at Our Kaka‘ako gathered influencers and stakeholders for a live screening and Q&A.