- Client
- Ajoje
- Services
- Video Production
- Deliverables
- 3× social reels
The Brief
Ajoje serves its food in terracotta, on a wooden table dressed with jute, candles and white flowers, in a room of clay pots and woven lamps. Film a dish on its own and all of that disappears. The menu and the setting had to read as one thing, so a stranger scrolling past would know the place and not just the plate.
The Idea
We treated the table as the stage. One overhead frame stays put while the dishes arrive and leave, so the clay, the jute and the candlelight sit in every shot and only the food changes.
How We Made It
Most of it is shot straight down on a locked frame, with hands sliding plates in, pulling a golden puff apart, cutting a crumb-topped tart with a cake server and spooning custard from a clay bowl. The cuts come quickly, one dish after another, from grilled skewers on orange sauce to pasta, salad and dessert. The third reel steps back into the room: the bright yellow lettered wall, shelves of pots, woven shades glowing and the arched yellow chairs. A warm, soft grade keeps the earthenware tones true.
