YELLOW
YELLOW
YELLOW
Introduced a viral video-first content strategy for a popular Levantine café.
Year
Year
2025
Scope
Marketing Strategy
Content Direction
Video Production
Context
Directed marketing strategy and content direction for YELLOW, the Michelin Bib Gourmand Levantine café from 2024 James Beard Outstanding Chef Michael Rafidi.
Directed marketing strategy and content direction for YELLOW, the Michelin Bib Gourmand Levantine café from 2024 James Beard Outstanding Chef Michael Rafidi.
Strategic Insight
YELLOW's content had never included video. Introduced video content on YELLOW's Instagram feed for the first time to capture the craftsmanship behind the products and reach audiences on a platform that rewards reels.
YELLOW's content had never included video. Introduced video content on YELLOW's Instagram feed for the first time to capture the craftsmanship behind the products and reach audiences on a platform that rewards reels.
Pastry Behind-The-Scenes
Created YELLOW's first behind-the-scenes video series of Executive Pastry Chef Alicia Wang and her pastry team at the request of Chef Rafidi - personally directing, filming, and editing to establish a repeatable format the brand could sustain.
Created YELLOW's first behind-the-scenes video series of Executive Pastry Chef Alicia Wang and her pastry team at the request of Chef Rafidi - personally directing, filming, and editing to establish a repeatable format the brand could sustain.
Coffee Product Launch
Led the marketing rollout for YELLOW's permanent coffee partnership with Lost Sock Roasters, treating the transition as a brand moment through a product-driven video campaign shot in YELLOW's visual identity that framed the new roaster as a natural evolution of the café's craft.
Led the marketing rollout for YELLOW's permanent coffee partnership with Lost Sock Roasters, treating the transition as a brand moment through a product-driven video campaign shot in YELLOW's visual identity that framed the new roaster as a natural evolution of the café's craft.
Creative Collaborators
Photography: Rey Lopez
Photography Styling: Ayat Elhag
Videography: Benjistills
Photography: Rey Lopez
Photography Styling: Ayat Elhag
Videography: Benjistills