sweetgreen
The challenge + ReSult
Sweetgreen was in its infancy with only 5 locations. They needed identity storytelling that could define a farm-to-table story and position its founders as iconoclasts in the emerging fast-casual dining space.
I was a primary creative partner working directly with the founders and marketing leads for over 4 years via my creative production house. Our team established the company's founding narrative and delivered concepts that translated brand and product moments into compelling video content.
The storytelling contributed to building the brand's fervent fanbase and shapes their storytelling to this day, over a decade later.
More than 25 videos delivered that helped the company:
Raise $60m+
Grow from regional concept to national brand
Become a generation-defining unicorn with cultural influence beyond the food industry.
MY WORK
Founder Documentary + Brand Anthem - Developed and produced films capturing the company's origin story, expansion, and inception of its own music festival. Created a festival documentary screened in theaters, establishing the founders as cultural visionaries beyond fast-casual dining.
Ongoing Content Series - Created Farmer's Stories connecting food sourcing to brand story; Sweetlife Sessions featuring in-store artist performances, and animated product launches.
Sweetlife Festival Production - Led digital video content for their annual music festival featuring Phoenix, The Strokes, Kendrick Lamar, Lana Del Rey, and celebrity figures from food world. Directed promotional and storytelling content that positioned sweetgreen as a culture company.