HelloFresh Product Spots
I co-concepted, scripted, and storyboarded the creative vision of these product video spots alongside our copywriter and videographer, guiding the project from early frames to on-set execution.
Video Production Strategy
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Storyboarding & Narrative Flow
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Post Production Direction
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Video Production Strategy • Storyboarding & Narrative Flow • Post Production Direction •
Case Study 1: 2025 Product Video Spots
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Following a comprehensive brand refresh, HelloFresh initiated a high-stakes Q3 Geo Test and "Peak" seasonal campaign. The brief was to develop a new suite of product-focused videos, aimed at convincing former subscribers and brand-aware consumers to reconsider and try HelloFresh.
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Working alongside a copywriter and videographer, I was responsible for concepting, scripting, and storyboarding the visual system for the 2025 video suite. I was tasked with guiding the project from initial styleframes to on-set execution, maximizing brand attribution within the first 4 seconds.
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Brand Refresh Translation: Translated the updated brand identity and core messaging territories into a modern, elevated video style designed to alter consumer perception and drive purchase intent.
Multi-Format Asset Scaling: Engineered a visual architecture for a flagship :30s spot that could be seamlessly cut down into a high-impact :15s version, and further optimized into ultra-punchy :06s social assets.
Studio & Budget Prioritization: Partnered closely with the videographer and studio crew to strategically map out and prioritize shot lists, ensuring maximum creative output while balancing team bandwidth, timeline constraints, and production variables.
Strategic Hook Architecture: Hardcoded brand recognition and clear consumer hooks into the initial 4 seconds of each video format to directly convert passive scrollers into consideration-phase prospects.
Post-Production & Editorial Direction: Collaborated closely with the post-production editor to shape the pacing of the creative cut and oversee the color grading, locking in a vibrant, refreshed aesthetic that aligned with the new brand guidelines.
📈 The Impact
These assets directly supported a high-performing retail window, coinciding with record-breaking subscription orders and an all-time high in total average order value (AOV).
Hero 30s Product Spot
15s Health Focus
15s Variety Focus
15s Newness Focus
Case Study 2: 2024 Product Video Spots
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As part of a critical Q3 tentpole campaign, HelloFresh needed to launch a series of product video spots to introduce an array of new, high-convenience meal offerings. The campaign required distinct, highly targeted messaging to introduce three new categories: 15-Minute Meals, Prep & Bake, and a brand-new product line, Ready Made Meals.
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My role was to co-concept, script, and storyboard the creative vision for these video spots alongside our copywriter and videographer, managing the creative pipeline from early frames to on-set execution. The core challenge was to establish immediate brand recognition within the first 4 seconds while maintaining a strict, rapid production schedule.
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Creative Vision & Concepting: Co-authored the scripts and storyboards, translating technical product mandates (such as 3-step, 15-minute preparation and minimal-cleanup baking) into dynamic, visually appetizing narratives.
Agile Creative Pivot: Successfully pivoted the creative and production strategy mid-stream to seamlessly integrate a dedicated product spot for the newly launched Ready Made Meals category without disrupting the existing timeline.
Production & Resource Optimization: Collaborated directly with the videographer and studio team to prioritize shot lists based on strict budget parameters, team bandwidth, and tight delivery schedules.
Performance-Driven Art Direction: Implemented strategic visual framing and prominent brand placement within the critical first 4 seconds of each spot to maximize hook rates and viewer recall.
Post-Production & Editorial Direction: Partnered closely with the post-production editor to direct the creative cut and refine the color grading, ensuring the food visuals felt premium, appetizing, and completely on-brand.
📈 The Impact
Integrated as an asset for a Q3 tentpole campaign, this spot aided in an accelerated YoY growth by +5% versus Q2, ultimately surpassing conversion and profitability targets by +16% and +13% respectively.
Hero 30s Product Spot
15s Prep & Bake Product Focus
15s 15min Meals Product Focus
15s Ready Made Meals Product Focus