BACKGROUND
This project was for clients in the food and beverage and creative industries. The goal was to build brand awareness and drive follows by leading with something genuinely useful rather than a brand message.
For the plant-based meal delivery brand, I wrote a 15 to 20-second quick tips video built around a counterintuitive hook, deliberately avoiding the preachy plant content the audience already tunes out. Each tip was written to sound like something a friend would actually say, and the brand close was kept minimal so the video earns its ending rather than demands it. The result was a format designed to get saves from a skeptical audience by respecting that skepticism throughout.
For the motion design studio, I wrote a quick tips video framed as industry humor rather than a complaint, targeting the client side of the brief relationship rather than commiserating with designers. Each of the three signs was written to land as knowing rather than bitter, with the subtext doing most of the work. The result was a video positioned to earn follows from creative directors and brand teams by showing that the studio understands briefs from both ends of the table.
