HelloFresh: Recipe Video Framework
HelloFresh asked Monks to be their partner in producing a long-term series of YouTube recipe videos and short-form content for their global channels. Our goal was to create a sustainable production model that highlights the delicious variety and convenience of HelloFresh's meal kits.
As creative lead and co-director, I worked closely with the strategists to first develop the concept and messaging platform. From there, I created the modular video framework, established the art direction, wrote scripts, and directed a batch of the videos. To ensure the creative vision was maintained from start to finish, I oversaw the creative part of post-production for the first months of delivery.
By seamlessly blending creativity, (AI) technology, and a smart production approach we ensured the consistent delivery of high-quality, impactful videos at scale and set-up for quick adaptations for different local markets.
Director pilot shoot: Mike Matthews Agency: Monks Location: HelloFresh Studios, Berlin
