BACKGROUND
This project was for a plant-based meal delivery brand. The goal was to build genuine affinity with food-curious viewers by showing what actually happens on recipe development days, including what doesn't work.
I wrote the full video metadata, thumbnail brief, and a loosely structured script outline designed to follow a real development day rather than stage one, with specific direction to capture failure moments without cutting away. The result was a content format built around honesty and process rather than polished outcomes, which is what earns long-term audience trust for a brand whose whole identity is rooted in being real with people.
