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Short-form content for the beloved Upstate New York institution turned national CPG pancake brand
Phoenica Diner
The “Challenge”
Phoenicia Diner, the famous classic diner has expanded into the national CPG space. They were looking for a way to translate the warmth, nostalgia, and personality of the diner into compelling digital storytelling.
The Execution
I developed a video direction that highlighted the warmth, food culture, and sense of place that make Phoenicia Diner iconic — translating the experience of the diner into short-form storytelling for a national audience.
The focus was simple: make viewers feel like they were already sitting at the table.
The Direction
Videos designed to spark connection — and appetite
Creative direction and short-form video production
Story-driven food and lifestyle content
Visual storytelling that captures the atmosphere of the diner and its signature dishes
Watch the evidence
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Watch the evidence 〰️
Valentines Day
This video captures the sweet and playfulness of the Diner’s social and brand strategy. Simple and heartwarming.
Mother’s Day
An ode to the mothers who put up with all of our crap. And who have a smile on their face no matter what.
The iconic Phoenica Diner buttermilk pancakes
What PD is most famous for is their buttermilk pancake mix. Showcasing the step-by-step recipe was key for attaining new customers.