CONCEPT CASE STUDY / 01
A fictional restaurant campaign built around late-night energy, bold food photography and social-first creative. Inspired by the personality of neighborhood restaurants, not presented as work for a real client.
SELF-INITIATED / SPECULATIVE WORK
THE BRIEF
The goal: Make a local food brand feel instantly recognizable across the feed.
The challenge: Restaurant promotions can become a wall of prices and menu items. This concept gives the food a mood first, then makes the offer easy to understand.
The creative direction: EMBER is a fictional neighborhood restaurant concept with a warm, high-contrast visual system: deep charcoal, ember orange, cream typography and tight food crops. The work is a demonstration of direction and execution, not a claim of client results.
01 / HERO FOOD CREATIVE
02 / SOCIAL PROMOTIONTHE CREATIVE, MADE TANGIBLE
These original layout studies show how the EMBER direction can extend across placements. They use illustrative CSS artwork rather than pretending to be real client photography.
Big flavor. Warm lights. One more bite.
EXPLORE THE MENU ↗01 / Feed post concept
Portrait-first layout with a bold headline, warm food palette and one clear CTA.
Come hungry. Leave with a story.
TAP TO EXPLORE ↗02 / Story placement concept
Vertical layout designed for a quick tap-through and a legible closing action.
FROM STATIC TO MOTION / REEL STORYBOARD
A short-form video direction built around texture, pace and a clear closing action.
Edit notes: 9:16 vertical · punchy cuts · tactile food sounds · warm color grade · captions inside safe zones. Replace the placeholder CTA with the real venue's approved destination. This is a storyboard concept, not real footage or a client result.
HOW IT COMES TOGETHER
One dominant food image, one clear message and enough negative space to read in a second.
A repeatable layout for offers, menu highlights and behind-the-scenes moments.
Fast food close-ups, steam, a punchy opening frame and a clean final call to action.