lunch pot launch.
Dishoom asked BearJam to create social-first video content to drive awareness of their new ‘Lunch Pots’. It goes without saying that the food needed to look delicious but the brief also included the task of emphasising the fact that the pots were made in Dishoom kitchens by the restaurant chefs.the answer.
We combined a social-first approach with a raw documentary style to immerse the viewer within the live kitchen. We combined shots of the chefs as well as footage of the food at various stages from preparation to finished meal. In the edit we also cut in still imagery that further brought the dishes to life.
As this was predominantly for social, with Instagram Reels being the primary focus, we rigged the camera and filmed in portrait (9:16). Using a combination of close-up and wider shots we showed the dishes in detail and the kitchen setting too. At moments we utilised a shallow depth of field to focus on the food and ingredients themselves. The handheld look gave the content a candid and natural feel capturing the energy of the working kitchen. This was complemented with a track that was in keeping with the Dishoom vibe.
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