THE CHALLENGE

The real barrier to a cauliflower-crust pizza isn't nutrition; it's taste doubt. People assume “better for you” means “worse for your taste buds.” So our goal was to focus on fun and delicious food.

THE SOLUTION

Everything needed to showcase the food.

I worked closely with the set designer to build sets to match the product that it was showcasing while still letting it stand out.

The cinematographer and I planned out shots to showcase the food and the reactions of people eating the foods. We shot a large array of reactions, but in the edit we found that bigger was better. So we chose the biggest reactions and the most dynamic push ins.

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