I took on the roles of producer, tabletop director, and food stylist to create a social media-style commercial that explores different types of consumers and their reasons for choosing and incorporating plant-based meat products into their daily routines. This engaging ad employs storytelling techniques featuring elements of lifestyle, tabletop food close-ups, preparation scenes, and witty human-like oops moments. By showcasing the versatility of plant-based meat, the films present a wide range of meal ideas to inspire consumers. The ad’s visual format intentionally mimics the vertical user-generated content found on social media, while maintaining a polished and professionally produced look, enhanced by lively custom sound design. With a cheeky, relatable, and straightforward approach, the commercial aims to inform, inspire, and empower viewers to embrace plant-based options in their regular diets.
Client: Phoode.com. Roles: Production, Tabletop Direction, Art Direction, Set Design, Direction of Photography, Food Styling, Postproduction, Sound Design.
DOP: Ted Kieniewicz. Talent: Gloria Balboa