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Short-form content for the beloved Upstate New York institution turned national CPG pancake brand

Phoenica Diner

The “Challenge”

Phoenica Diner has a longstanding reputation as a fun, classic American diner with a well-known product (their pancakes…duh) — but their social completely lacked video storytelling. They were looking for a brand refresh as a national CPG brand with a defined vision.

  • Clarified brand voice in video: playful, cozy + family-centered

  • Built content pillars (ex. esthetic food content, recipe videos, viral trends and founder storytelling)

  • Capture multiple scenes + recreate holiday and seasonal moments all in the course of one shooting day.

The Execution

The Strategy

Videos that build connection + drive hunger

  1. Creative direction + scripting + shooting + editing + music selection

  2. Caption copywriting

  3. Raw footage delivery (iPhone and FujiFilm camera for the brand to own and use as they please)

Watch the evidence

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Watch the evidence 〰️

This video captures the sweet and playfulness of the Diner’s social and brand strategy.

Valentines Day