The Challenge.

In early summer 2025, FARE came to us as they were rolling out a full brand refresh. With new stores opening across the country, they needed a suite of video and motion assets to bring their updated identity to life — both in their digital spaces and inside the store.

This project was more than just a rebrand. They were looking for content that would help customers feel the care, intentionality, and values behind their food. That meant creating content that would serve both as a tool for sales and as a reflection of the culture they’re building.

We were responsible for both a hero brand video and a full set of digital menu assets to be used in-store. These menus play a big role in how people interact with the food once they’re physically in the space, so it was crucial that the look and feel stayed consistent across all formats.

Deliverables.

One 3-minute brand video (16x9)
One 30-second cutdown (16x9)
One 30-second vertical edit (9x16)
Four digital menu assets for in-store screens

Moodboard.

Creative Development

We kicked things off in May with moodboards and strategy calls. Most of our conversations were with Britni deLeon, FARE’s Chief Creative Officer. She walked us through the heart of the brand and helped align us with what the team wanted to feel, say, and show. From the very beginning, this felt like a true collaboration.

Production Strategy

We gave ourselves 1, 12 hour day of on site shooting at Soil & Soul farm in Long Grove, IL; about an hour north of Chicago. We had a total of 10 crew members on site. A huge part of our coverage on site was properly shooting the sunrise. Sunrise was at 4:45AM so we had to be camera ready by like 4:30AM. With that being said, our producers, director, and our camera team had to stay over on site and prep the night before.

Production Company: Covalent Studios
Executive Producer: Ben Zebrowski
Producer / AD: Olivia Goss
Director: Jacob Frost
Director of Photography: Jesse Schroeder
1st AC: Ryan Petrucci
B-Cam Operator: Andrew Pingry
Gaffer: Meredith Smith
Grip: Max Dunn
Sound Mixer: Brendan Reilly
PA / BTS Videographer: Omar Bedier

Production Team.

Stills.

What we learned…

1.

Film is still one of the most emotional ways to connect with an audience when used with intention.

2.

In order for the production to go smoothly and quickly, you HAVE to have multi-tool players that are willing to do tasks that they haven’t been hired to do.

3.