Platable

Role: Creative Director, Brand Strategist, Director of Photography, Video Editor

During the pandemic, I partnered with Platable, a UAE-based food-tech company connecting restaurants, cafés, and supermarkets with consumers via “surprise boxes” of surplus food. The challenge: create a series of lifestyle video promos that resonated with diverse audiences — from millennials cooking at home to middle-aged retirees seeking healthy, convenient options — while communicating Platable’s mission of reducing food waste and improving sustainability.

I developed customer personas for targeted advertising, crafted the overarching brand story, created storyboards and shot lists, directed the on-set production team, guided actors’ performances, filmed the content, and edited the final videos for client-ready delivery.

The resulting campaigns enabled Platable to launch paid ads, solidify their brand voice across their website and marketing channels, and significantly boost sales during a critical period when at-home food services were surging.