Short-form video for food and beverage brands

The thing you're selling can't travel through the screen

Taste is the product and taste is exactly what a video can't deliver. Saying it's delicious is the weakest possible claim — it's unverifiable, every competitor says it, and viewers discount it completely. The categories that solve this don't try to transmit flavour; they sell the occasion around it.

• The moment: when you drink it, what you're doing, what it replaced. The 3pm thing, the post-gym thing, the instead-of-the-third-coffee thing.
• The ritual and the format — how it's made, how it's carried, the physical business of using it.
• Ingredient and process, which is fact rather than claim and carries real weight in this category.
• The switch: what people were buying before and why they stopped. This is usually your best angle and it's sitting in your reviews.

Claims here are closer to supplements than you'd think

Anything functional — energy, focus, gut health, sleep, immunity — puts you in the same regulatory territory as a supplement brand, with the same substantiation requirement and the same platform screens. Even “natural” and “clean” carry more risk than most founders expect.

So it's the same process: send what you've cleared and what's ruled out at intake, and the scripts get written to it rather than edited down to it afterwards.

Appetite appeal is a production problem

Food reads badly when it's slightly wrong, in a way most categories don't — texture, steam, pour, condensation, the way a sauce moves. It's an uncanny-valley problem with a very low tolerance. We put most of the production effort for this category there, and where you have real footage of your actual product we'll cut that in rather than generate around it. Real food footage beats generated food footage, and it isn't close.

Starting

The $50 first batch is the cheap way to find out whether this works for your range — one angle, two finished videos, 3 business days, plus a written read on what we'd do with the account. See the packages, or read what we will and won't do.