Frying Foods

Project Objectives:

1. Make the chicken & waffles hero product look irresistible in under 3 seconds.

2. Emphasize fresh prep and texture (crisp batter, bubbling oil, syrup sheen).

3. Create an asset that drives weekend brunch and limited‑time special traffic.

4. Fit platform norms for vertical social while remaining usable on digital menus.

5. Strengthen Soul Brew’s brand beyond coffee—quality food crafted with the same care.

   
   

Pre-production:

• Micro‑story: sizzle → lift from oil → stack waffle → syrup finish → whip topper → hero plate → logo.

• Shot list: macro fry lift, oil boil beauty, stack assembly, close syrup pour, finishing touch, hero plate, brand lock‑up.

• Look & feel: warm, contrasty grade; soft highlights on syrup; shallow DOF for texture.

• Sound plan: ASMR‑style sizzle + utensil clinks under a light music bed.

Production:

• Lenses & framing: fast primes for macro crunch detail; keep edges clean of clutter.

• Lighting: soft key with controlled reflections on the pot and syrup; negative fill to deepen texture in the crust.

• Action coverage: repeat fry‑lift, stack, and pour from multiple angles for edit options.

• Food styling: blot excess oil; pre‑warm syrup for smooth, glossy pours; prep a perfect hero plate.

Post-production:

• Edit rhythm: motivate cuts by action; open with the strongest sizzle/lift frame for an instant hook.

• Color grade: rich golden browns; preserve specular highlights on syrup without clipping.

• Sound design: layer sizzle/boil, utensil clicks, and subtle whooshes for transitions.

Promotion:

• Launch windowing: post Thu–Sat with boosts during morning and brunch hours; pin to Reels/TikTok.

• Offer hooks: pair with a coffee combo—“Chicken & Waffles + Latte” price point; add QR on table tents.

• Geo‑targeted ads: 1–3 mile radius; headline: “Crispy. Sweet. Weekends at Soul Brew.”

• Encourage event attendees to share their experiences on social media using a dedicated hashtag.

Lessons Learned:

• Oil + chrome demand careful lighting—angle lights to shape speculars and keep highlights controlled.

• The first 2 seconds must show texture; opening on the fry‑lift or syrup pour outperforms any other intro.

• Macro + ASMR is a high‑ROI combo for food—sound elevates perceived freshness and quality.

• Designing for vertical from the start (safe text/brand zones) saves time and avoids recrops later.