SCHÄR MENA
For Schär’s MENA region campaign, we created a warm and intimate story about something that means much more than food itself. In Saudi culture, meals are a natural place for togetherness, tradition and care, and for someone living with gluten intolerance, the feeling of being left out can matter just as much as the practical challenges. That became the heart of the film.
The story follows a child trying to help in his own way, within a family where everyone already has their role. Through small glances, hands working the dough and food being passed around the table, we built a story about belonging and care. Schär’s products are naturally integrated into the home and become part of the family’s everyday life, rather than something that needs to take centre stage.
Visually, we wanted to get really close. Handheld camera work, warm light and tactile detail shots gave the film a lived-in and personal feel, as if we were capturing moments already unfolding rather than staging them. That feeling continues through the music and sound design, where subtle kitchen sounds and movement help bring the scenes to life.
Alongside the hero film, we also created shorter versions, stills and standalone sequences for social media. This allowed the same visual world to live across multiple formats and gave the campaign a consistent expression across channels.
The result is a warm and visually cohesive campaign about belonging, where food becomes the gathering point and small everyday gestures carry the story.
