[CHALLENGE]The National Pork Board wanted to engage multicultural consumers by showcasing pork as a flavorful and essential ingredient for summer grilling. The challenge was to move beyond traditional food marketing and create cinematic, culturally rich content that resonated with diverse audiences. The videos needed to feel immersive, authentic, and visually compelling while also being educational and step-by-step approachable for home cooks.
ClientNational Pork Board
SectorFood & Beverage
Commercial
Know-HowFilm Director
Creative Direction
Production
Crew Selection
Casting
RETURN T
[SOLUTION]As the Film Director, I led the production of Hot Grill Summer, crafting a visually rich series featuring expert grill masters preparing grilled pork chops and ribs with bold flavors and techniques rooted in multicultural traditions.
To elevate the storytelling, I incorporated cinematic close-ups and probe lens shots, capturing the intricate details of seasoning, marination, and flame-kissed perfection. The production design leaned into authenticity, using an actual home setting to create an inviting and familiar atmosphere—one that made viewers feel like they were stepping into a real backyard barbecue.
By balancing technical precision with cultural awareness, the campaign successfully showcased the beauty of grilling pork while connecting with a diverse audience through rich visuals, expert techniques, and the universal love of food. The result was a dynamic and engaging series that positioned pork as a must-have for summer grilling season.
ETURN TO PR