South End
South End is a restaurant in Newtown restaurant spot serving a seasonal European menu tucked away in a warm, neighbourhood setting.
Restaurants don’t just need one hero video and a couple of photos, they need consistent, on-brand content that:
Looks premium without feeling overproduced
Shows the atmosphere (not just plates)
Can be reused across launches, menu changes, seasonal posts, and paid boosts
Works in multiple crops (9:16 / 4:5 / 1:1) without losing the best bits
Instead of shooting “everything,” we designed two days that focused on the kitchen and then the service.
1) Pillars (what we needed to cover)
Food: recipes, methodology, expertise, finishing touches
People & service: hands, plating, staff movement, guest energy
Space & atmosphere: light, corners, details, the feel of being there
Hero moments: 3–5 signature shots that anchor the whole library
2) Social-first storytelling
Videos built around food: the stories, the rationale, the delivery
Narration: tie everything together with the chef detailing each step
Consistent grading + framing so every post feels like it belongs in the same world but different times of day to be tailored to desired vibe
3) Evergreen by design
Avoided overly seasonal cues where possible
Prioritised timeless compositions and brand-consistent tone over trend-chasing
4) Low-Impact
Lightweight footprint to keep the venue flowing as they're working kitchen and live service
Captured a mix of: hero plates, process, staff interactions, ambient moments
The outcome was an evergreen library that South End could use to:
Keep posting consistently without needing constant new shoots
Maintain a premium, cohesive look across the grid
Support both “menu spotlight” posts and general vibe/atmosphere content
