FoodQuest TV Campaign

FoodQuest

614 Media Group

Our client had allocated a media buy of 15-second cable spots to launch their new “food discovery app,” FoodQuest. The campaign needed to be memorable and also market agnostic, as they intended to roll out the product to new regions in the near future. The task at hand begged the question: Can you launch a brand successfully using only 15-second spots?

Creative Brief

After researching historical usage and success stories of the 15-second commercial, I successfully pitched the client on strategy, creative concept, and script. One commercial would not work, but three different creative spots, swapped out over the flight of the spots would create an entire campaign. They would be more memorable and buzz-worthy if there was a sense of “Have you seen that one yet?” Each would follow the exact same plot structure in order to deliver the comedic punchline, before the product reveal.

Since the most unique feature of the app is the ability to browse photos of local restaurant offerings, each spot highlights a common dining frustration that will be avoided when you use FoodQuest.

I wrote all three scripts, along with detailed, shot-by-shot storyboards, with the final timeline and cuts planned for time constraints, pacing, and comedic pause. I assisted with casting, designed (and built!) the sets for each spot and amassed the props. I even made the gross food!

Ensuring the edit stuck to the prescribed timing and formula and adding the proper sound elements was the final step. We delivered a campaign that the client was so thrilled with, they expanded the media buy to additional spots and networks across the region.