This project was part of a pitch series I produced as Senior Producer at Cande Group. GrowUp is a vertical farming brand whose salads are stocked in supermarkets nationwide, and the brief was to create something bold that could lift their story off the shelf and into people’s feeds.
I produced, directed, helped shoot and light, and led the edit on two creative routes. Both versions were built around the same idea. Treat the product like the hero of its own world and give it a moment that stops the scroll.
I produced, directed, helped shoot and light, and led the edit on two creative routes. Both versions were built around the same idea. Treat the product like the hero of its own world and give it a moment that stops the scroll.
The hero film uses a probe lens to push through a forest of leaves like a nature documentary, complete with atmospheric sound design. The camera travels through the “jungle” before revealing the salad as the star. From there the ingredients explode into the air in slow motion and fall back together into a dressed bowl with the packaged product landing beside it.
The second version is built for social. Faster, punchier, upbeat. It uses the same idea but with a tighter edit, more movement, and a hook designed to grab attention in the first second. Both versions aimed to show freshness, flavour, and the playful personality behind the brand.
This pitch was one of many product shoots I created for Cande, all of them focused on scroll stopping hooks, creative storytelling, and producing high quality content with small, efficient setups. The result is a pair of films that feel fun, surprising, and memorable while still putting the product front and centre.
This pitch was one of many product shoots I created for Cande, all of them focused on scroll stopping hooks, creative storytelling, and producing high quality content with small, efficient setups. The result is a pair of films that feel fun, surprising, and memorable while still putting the product front and centre.