For Santa Gula, a delivery-only pasta restaurant operating as a secret kitchen, I led the creative direction and production of short-form video content for TikTok and Instagram Reels. The goal was to establish a bold, playful, and irreverent brand presence that felt contemporary and self-aware, using humor and visual storytelling to stand out within the food content space.
The videos explored the idea of Santa Gula as a hidden culinary experience, portraying delivery drivers as stylish, modern characters who embody the brand’s attitude rather than functioning as anonymous couriers. I also linked the brand to moments of pleasure and connection—picnics, casual dinners, and gatherings with friends—positioning Santa Gula as part of a social lifestyle rather than just a meal. Through tone, pacing, and concept-driven visuals, the content reinforced the brand’s identity as sensual, fun, and deliberately unconventional.
