Listen
Questions that reveal the business’s origins, decisions and voice.
OUR WORKCraft carries a memory.
RUTA DE LA SEDA / COYOACÁN, CDMX
Craft carries a memory.
A story nourishes, too.
Ruta de la Seda / A documentary approach to the business, its people and Coyoacán.
A food business makes more sense when you meet the people behind it. This project’s documentary approach starts with the business’s origins and moves closer to the daily work, the products and the neighborhood that gives them context.
Let’s plan your storyTHE CHALLENGE / THE STORY BEHIND THE PRODUCTMore than showing
More than showing
what is on the menu.
A display shows what you can order. A story can explain why a business exists, which choices define it and who makes it possible. The creative challenge was to give that identity room while keeping the warmth of a conversation.
THE APPROACH / LISTEN FIRSTFrom the beginning
From the beginning
to everyday work.
The project’s development centered on interviews about Ruta de la Seda’s origins, its relationship with Coyoacán and the people behind the work. The idea: let people and their surroundings lead the narrative, rather than make a product list.
THE PERSPECTIVE / DETAILS THAT TELL A STORYThe place belongs
The place belongs
in the story, too.
The creative route connects the surroundings of Francisco Sosa in Coyoacán with bakery work. Process, ingredients, hands and sound give context to what the audience hears in the interviews.
THE CRAFT / PRODUCTS AND PEOPLESee how it is made.
See how it is made.
Understand why it matters.
The production planning considered sourdough, bread and pastry-making alongside conversations about the business and its community. This brings a brand’s identity closer through details an audience can recognize and remember.
One identity.
Three ways to come closer.
Observe
Craft and surroundings add details an interview alone cannot show.
Connect
Documentary editing brings people, products and place into one story.
YOUR NEXT STORYWhat is behind
What is behind
the work you do?
A conversation can be the start of a brand documentary, a founder film or a content series.
Let’s plan your story