Recipes

When I first started working at Gravity Road they’d recently launched Homemade By You, an editorial offering from Sainsbury’s. It was an award-winning success, and during this time we were among the first brands to create and post recipe videos on social.

During my time on the account I directed many food videos, from own brand and talent recipes to editorialised formats, supporting KPI’s from brand warmth and social presence through to new products and supporting campaign messaging.

It was a brilliant opportunity to see first hand how social behaviours have changed over the last couple of years - in 2016 we wouldn’t think twice about making a recipe video over a minute in length. In 2018 we were aiming for 20 seconds. I’ve learnt the importance of writing, shooting and editing content that’s tailored to audience behaviour, varying from platform to platform. A video that lives on Instagram will never get the same response if it were to be posted on Facebook, Pinterest or YouTube. If you want to make it work for all of them, it’s important to consider tweaked approaches as early as the initial ideation stage.

 Creative & Director Helena Hamilton

Food stylist Eleanor Mulligan

Shoot DOPs & Editors Luke Robson, Dom Lashley, Charles Diable, Ashley Day

Producers Camille Hanish-Oakes, James Pinnington

Creative Director Peggy Nuttall