Foodrella, the consumer goods branch of Hanmi F3, a global food manufacturer renowned for supplying hospitality and restaurants worldwide, sought to enhance its presence on Amazon. Foodrella specializes in Tteokbokki sauce mix, fruit syrups for beverages, and fried chicken sauces. The brand partnered with Disrupt to create a modern, engaging video showcasing their Tteokbokki sauce mix in a way that would resonate with Western consumers. Pleased with the success of the first project, Foodrella returned to Disrupt to develop a brand introduction video tailored for tradeshows, reflecting their growing confidence in our creative expertise.
Phase 1
Pre-production
Disrupt began by conducting thorough research into the product category and its market potential. Collaborating closely with Disrupt’s marketing and creative teams, we identified imagery and themes that linked the growing popularity of K-Food with modern Western sensibilities. Together, we developed detailed storyboards that brought these ideas to life, ensuring they strongly represented the essence of Tteokbokki and Foodrella’s brand identity. This pre-production phase laid the foundation for a visual narrative tailored to Amazon audiences, emphasizing excitement, freshness, and cultural relevance. Through this process, Disrupt conducted a deep-dive into Foodrella’s company mission, approach to food and was able to connect the principles Foodrella felt most reflected their product story, to be reflected in the video planning.
Phase 2
production
Disrupt took full ownership of the production process, managing all aspects to ensure a seamless execution. From location scouting to model casting and on-location shooting, we integrated creative angles and techniques to keep the visuals authentic and visually captivating. By focusing on capturing much of the desired content in-camera, we ensured the end product retained an organic yet polished appeal.
Phase 3
post-production
Post-production focused on delivering a dynamic, engaging video that seamlessly blended live-action footage with motion graphics. The final product was a high-energy, visually stimulating narrative that showcased the Tteokbokki sauce mix while maintaining a fun and informative tone. A lively music track reminiscent of a casual lunch hangout reinforced the video’s inviting atmosphere. By keeping the imagery of K-Food central, the video strengthened associations with Foodrella’s brand identity and successfully captured the attention of Amazon’s audience.
