BACKGROUND
This project was for clients in the handmade goods and food and beverage industries. The goal was to build credibility and trust by answering audience questions properly rather than using them as a springboard for a sales message.
For the handmade leather goods brand, I wrote a Q&A reply that opens by acknowledging the "it depends" reality rather than jumping straight to a brand endorsement, which is exactly what makes the answer credible to an audience that has heard the handmade pitch before. The practical check at the end was written to be genuinely useful to anyone evaluating any leather product, not just the brand's own. The result was a video that earns trust by being honest about when handmade leather isn't worth it, not just when it is.
For the organic meal kit brand, I wrote a Q&A reply that leads with a counterintuitive reframe before giving the practical steps, because the insight lands harder when it comes before the instructions rather than after them. The tone throughout was written to feel like advice from a friend who happens to know a lot about cooking rather than a brand giving a lesson. The result was a video designed to get saves from beginner home cooks who feel like cooking is something that happens to other people.
