fashion content production
Content production & strategy for new restaurant launch
FoodCourt tapped me to lead creative strategy and star in a product shoot launching their new in-app restaurant. The campaign needed to capture attention, spark cravings, and drive immediate orders through the app.
Timeline
From ideation to final assets in 2 weeks while juggling multiple concurrent creative campaigns.
Background
FoodCourt, a cloud kitchen platform that operates multiple digital-first restaurant brands, was preparing to launch a bold new eatery on its app. The challenge? Creating scroll-stopping content that stood out in the saturated food delivery space, conveyed the new brand’s personality, and turned passive viewers into hungry customers. I collaborated with the internal creative team to design the campaign concept, oversaw production logistics, and even stepped in front of the camera to bring the brand to life—ensuring creative alignment from strategy to execution.
This category details the step-by-step approach taken during the project, including research, planning, design, development, and optimization phases.
Research & Planning
I worked with the team to define the restaurant’s brand personality and mapped it to a content direction that fused craveability, humor, and bold aesthetics. The strategy leaned into FoodCourt’s playful, offbeat tone while making the food the star.
Casting & Art Direction
I supported casting and styling decisions to match the vibe we were crafting—clean visuals with personality and edge. I helped design the storyboards and made sure the shot list hit both brand and marketing needs.
On-Set Production & Performance
As both strategist and talent, I helped steer the vibe on set and ensure the creative vision came to life. I monitored shots for continuity, social-first framing, and ensured we had coverage for multiple formats (static, video, reels).
Content Optimization
Post-shoot, I worked closely with the editing team to finalize key visuals and adapt assets for multi-channel rollout (IG, TikTok, email). We optimized visual hierarchy for food appeal, brand recognition, and CTAs.
3x Higher Conversion on Launch Day
Launch-day orders for the new restaurant exceeded projections, with click-to-order conversions tripling compared to other restaurant rollouts.
25,000 Organic Views Across Social Channels in 48 Hours
The campaign content generated significant engagement across Instagram and TikTok, with viewers commenting on both the food and the creative direction.
Multi-Use Content Library
The shoot produced a content library that’s since been reused across email, paid ads, and in-app banners—maximizing ROI and brand consistency for the new restaurant identity.