As the editor of this, I had the challenge to show the details of a chaotic, busy life while showing unhurried, delicious moments preparing food. At the same time I had to showcase a balanced pace among the frantic and the slow sides of the story.

Since it was a 40-second spot, the chosen images should be the ones to best portray the main character’s story. Therefore, I chose to first tell the whole story, as set in the script, without taking timing into account. Fortunately, the director had recorded several options, both for the daily life and for the product preparation stories. Because of this, it was easier to make a second cut choosing the most important points of the story with the right pace.

The final delivery is a clear and simple message that shows the essential points the brand wanted to emphasize, following a balanced, dynamic pace and portraying the product in a way that it looked delicious.