ZEN B | XBT91

ZEN B
Pasta & Gourmet Sauce

Zen B - They'll Never Know (1 min) COMPLETE

The Concept

We were approached by a Plant Based healthy alternative food company based out of Japan to help them with their roll out of Spaghetti in the US. The ask was to produce a commercial with the feel of a music video for a new line of pasta. We collaborated with their team’s head of storytelling to create a concept that included a family oriented dinner, while still relating to a younger age group that ZENB is trying to reach.

STORYTELLING

“They’ll Never Know.” A trending phrase popular in social media was our foundation to build off. The secret is, unlike traditional spaghetti, ZENB’s spaghetti is made with only Yellow Pea’s. We built the story around a hip grandmother and granddaughter hosting a dinner for her friends. Grandma wanted to fool the guests with a healthy alternative, and she did exactly that. After the first bite, the energy switch up ensued. Stylistic camera movements and fast paced editing captured the enthusiasm of the pleased guests.

Production

We gathered one of our favorite music video DPs and crafted a film language we would use to tell the story. That motivated a few unique camera movements and our choice of color pallet and lighting. Pairing our DP with one of our veteran in-house producers and production designers allowed us to dial in the look ZENB was set out to achieve. We also oversaw casting and wardrobe, to ensure no detail was left to chance.

POST

One of our in-house editors crafted a 30 second and 1 minute deliverable to use for both U.S. and Global marketing. We worked hand in hand with Company 3 to achieve a color grade which met the clients needs specifically relating to the true color of the pasta sauce. Lastly we directed a voice over segment which was used not only in this spot, but several micro content pieces shared on social media.