The first brief covered four products and multiple treatments, all tied to a February launch. Dandelion had a strong visual identity, but the videos were still being figured out. Their still photography was polished and editorial. Their social work was looser and process-driven. We worked through references with the team and decided where each approach made sense.
That discussion also changed the scope. We recommended cutting the number of products so the strongest concepts had enough time. The final plan focused on the Signature Egg and Single-Origin Truffles and gave each product more than one way to work across the campaign.
We developed the concepts with Dandelion, built the shot list around the confection schedule, and planned the product-page and social versions together.
On the shoot day, we moved through four films and a long list of food and product setups. Several depended on confection work happening in real time: marshmallow, ganache, molding, finishing, packaging, and the Signature Egg crack reveal. The schedule had to leave room for the food to behave like food and still give each edit its own material.
Four edits became sixteen final files: horizontal and vertical versions of each film, both captioned and clean.
The Single-Origin Truffle film became the hero motion asset on Dandelion's product page. The Signature Egg work ran as paid social alongside static creative through the Easter launch.
Dandelion later called it their best Easter to date for performance. The team told us that “both the static ads and the videos outperformed all past products in new customer acquisition, achieving a 3.2 ROAS.”
Production Company: Graphite Productions
Director, Director of Photography, Editor: Colt Bradley
Confections: The Dandelion Chocolate confections team
