Case study

Ostro

Good product, a founder who hates being on camera.

Hands arranging nests of fresh tagliatelle

What we shot

Thirty-six pieces with hands only, no faces, no voiceover from the founder. Gio did not want to be on camera and the pasta did not need him to be. Hands rolling dough, a pan of water coming to the boil, a fork twisting through the first bite. Batches of six, first cuts back five days after each brief. Only four of the thirty-six needed a second round, and all four were the same note about the colour of the sauce.

I said I would not be in any of it. Nobody argued, which is why I am still here.

Gio Ostro, founder

All case studies

pieces delivered

Two months

over

pieces out of 36 needed a second round of changes

5 days

brief to first cut, every batch