We turned a supply chain recall into a 2-minute horror film.
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Days to complete
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AI-generated shots
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Cheaper than traditional
The Challenge
Provena is an ingredient-level food traceability platform for food manufacturers.
The challenge? Most supply chain directors know recalls happen—but they don’t believe it’ll happen to them. By the time they realise their systems aren’t good enough, it’s already too late.
The challenge? Most supply chain directors know recalls happen—but they don’t believe it’ll happen to them. By the time they realise their systems aren’t good enough, it’s already too late.
The Game Plan
Create a brand film that made buyers feel the consequences of a food recall before one happened.
Create a brand film that made buyers feel the consequences of a recall.
Avoid product demos, feature lists, and compliance jargon.
Use storytelling to create urgency instead of explanation.
Create a brand film that made buyers feel the consequences of a recall.
Avoid product demos, feature lists, and compliance jargon.
Use storytelling to create urgency instead of explanation.
The Build
We built a two-minute cinematic story following a single pear from orchard to family dinner table. As the journey unfolds, Slack messages, lab results, and phone calls slowly reveal a contamination spreading through the supply chain.
The Outcome
The finished film turned an invisible operational risk into an emotional story.
Rather than explaining why traceability matters, it showed exactly what happens when it fails—creating urgency without a single product demonstration or feature comparison.
A reminder that the best B2B marketing doesn’t just inform.
Rather than explaining why traceability matters, it showed exactly what happens when it fails—creating urgency without a single product demonstration or feature comparison.
A reminder that the best B2B marketing doesn’t just inform.