Short-form videos
Shot in ten-minute blocks every Tuesday before service.
Restaurants & hospitality · Short-form video
A 24‑second video series that put a line down the block
One repeatable format, filmed on the line every Tuesday, took a two-location taqueria from a quiet feed to a waitlist for its third opening.
2.4Mvideo views in five monthssample figure
6.8%engagement rate by reachsample figure
+31%weeknight covers, Pilsensample figure
1,900names on the opening waitlistsample figure
The brief
Where it started.
Mesa Verde had great food and a feed full of menu photos. Posts reached regulars and nobody else. The owners wanted new faces at the Pilsen location on weeknights, and a crowd ready for a third opening in Logan Square.
They had no time to film, one phone, and a kitchen that could spare a cook for ten minutes at most.
The idea
“One taco, one take, one cook.”
We built a single format that the kitchen could repeat without thinking: a cook builds one taco in one unbroken take and tells you one thing about it. No voiceover, no cuts, a title card and the sound of the plancha.
The format made the staff the stars and gave regulars a reason to tag a friend. Every video ended on the same frame, the taco handed across the pass.
What we made
The work, by the numbers.
Hook variants each
Close-up, hands-first and cook-to-camera openings on every priority post.
Story takeovers
Staff-run stories on Friday nights, with a simple house style.
Opening campaign
A six-week countdown for Logan Square, with a waitlist link.
Results
What changed, in two charts.
Hover or focus a point for exact values, or switch any chart to its table.
84.3K
10.5x the starting weekly reach
- Weekly reach
- Before (average)
| Period | Weekly reach | Before (average) |
|---|---|---|
| W1 | 8,200 | 8,000 |
| W2 | 9,100 | 8,000 |
| W3 | 12.4K | 8,000 |
| W4 | 15.8K | 8,000 |
| W5 | 21K | 8,000 |
| W6 | 26.5K | 8,000 |
| W7 | 24.8K | 8,000 |
| W8 | 38.2K | 8,000 |
| W9 | 47.6K | 8,000 |
| W10 | 52.1K | 8,000 |
| W11 | 68.9K | 8,000 |
| W12 | 84.3K | 8,000 |
9,940
new followers in five months
| Period | New followers per month |
|---|---|
| Jan | 310 |
| Feb | 890 |
| Mar | 1,640 |
| Apr | 2,980 |
| May | 4,120 |
Sample figures for a fictional client. They illustrate how we report, and are not real results or a promise of performance.
Timeline
How 5 months played out.
- Week 1Format workshop in the kitchen, voice guide for replies
- Weeks 2 to 4First twelve videos, three hooks tested on each
- Weeks 5 to 14Weekly shoots, story takeovers, replies seven days a week
- Weeks 15 to 20Logan Square countdown and waitlist
We stopped posting pictures of food and started posting the people who make it. Tuesday nights have not been quiet since.
Have a brief like this?
Send a short brief. A producer replies within one business day with times for a 45-minute creative call.