The Michelin Guide + Destination Toronto
culture
In collaboration with The Michelin Guide, we plunged into the heart of Toronto's gastronomic scene, documenting the rise and flourishing of numerous Michelin-starred restaurants. Our role was not merely to observe, but to artistically craft a narrative, a cross weave between the chef's identity and their culinary masterpieces. Through our storytelling, the chef's vision becomes a tangible sensory experience for viewers. We aimed to make our audience feel like they have an exclusive seat at the table, where they can almost taste the exquisite dishes cascading across their screens.
production team
Agency — Steak+Sizzle
Producer/Director — Jakob Pospiesinski
Junior Producer — Ken Pham
Direcor of photogrpahy — Brad Scholl
Editor — David Ross
Editor — Ken Pham
Colour — David Ross
Audio — Justin Dhamathe Brief
The Michelin Guide aimed to spotlight Toronto's growing Michelin-starred restaurant scene. In a collaborative venture with Destination Toronto, our objective was to produce a short, impactful film capturing the voices of these acclaimed chefs. The five-minute feature would delve into their personal perspectives on Toronto's thriving gastronomic culture.
Our endeavour was to curate an authentic representation of the city's vibrant culinary landscape through their experiences and insights. The focus was to create a piece that resonated with authenticity, leveraging the chefs' unique narratives to introduce viewers to Toronto's rich and diverse restaurant scene.
the SOLUTION
Initially, the Michelin Guide team lent us substantial support in selecting chefs and determining shoot locations. Once on-site, our primary focus was the chefs' comfort; we understand the importance of fostering a relaxed environment to catalyze genuine responses. Our focus was to capture each chef's candid insights and stories, knowing these organic moments were essential to portraying the true essence of Toronto's culinary scene.
With the end goal of striking a balance between comprehensive storytelling and social media suitability, we opted for a dual-format content strategy. The footage was shot and then assembled into a comprehensive 5-minute feature – fully immersing the viewer in the gastronomic culture of Toronto. However, understanding the fast-paced nature of social media, this footage was also sliced into individual 30-60 second vertical spots. Each spot precisely focused on the most compelling narratives of each chef.
Our strategy's essence at Steak+Sizzle was to ensure optimum engagement both in-depth and at a glance. By delivering this content in varied formats, we could effectively reach and resonate with viewers across different platforms while maintaining a consistent message - an authentic showcase of Toronto's vibrant restaurant scene.
Precision in Detail
Adhering strictly to The Michelin Guide's brand guidelines, colour, and tone played crucial roles in our video production process. Mindful of the distribution platforms, we paid close attention to the placement of on-screen elements to avoid clashes with native platform text or graphics, ensuring legibility while simultaneously preserving the aesthetic quality of our content. Our holistic approach considers every detail to create tailor-made videos that perfectly fit their distribution environments.