‘HYBRID’ INSIGHTS
Telling a Story Beyond the Plate
For this project, we worked with Hybrid Restaurant, a fine dining space where the experience is deeply personal. At the centre of it all is Sasha, the chef. Her food, her story, and her point of view shape everything.
One of the first challenges we faced was clear. How do you make a chef’s personal journey relatable to every guest and viewer, not just those familiar with fine dining? The answer was not to explain her food, but to tell her story.
Using Memory as a Creative Device
Memory became the core concept. We incorporated collage-style elements and childhood photos into the video, allowing viewers to see who Sasha is beyond the kitchen. These fragments of her past helped frame how her experiences shaped her identity as a chef.
Memory is abstract. You cannot see it, but you can feel it. The idea of tasting a memory, of turning something intangible into a sensory experience, became a powerful creative direction. That abstraction is what made the story feel human.
Portraying the Chef as an Artist
Rather than presenting Sasha solely as a chef, we approached her as an artist. In Bangkok’s fine dining world, guests are no longer just looking for good food. They are seeking experiences.
Food becomes a medium. The restaurant becomes a gallery. The dishes become expressions of emotion, culture, and personal history. This approach opens the door not only to food lovers, but also to art appreciators who are drawn to storytelling and creativity.
Context: Bangkok’s Competitive Fine Dining Landscape
Bangkok is home to one of the most competitive and exciting fine dining scenes in Asia. With restaurants such as Potong and MIA, the city is filled with chefs who bring strong identities, narratives, and philosophies to the table.
In this environment, great food is no longer enough. Storytelling, brand identity, and emotional connection play a crucial role in standing out. This is where thoughtful production and content strategy become essential.
From Production to Social Media Strategy
This project also marked our first full social media package with Hybrid. Beyond video production, we handled social media management, content strategy, and Meta ads performance.
Our approach began with research. We ate at Hybrid, listened to stories from the team, spoke with others in the restaurant industry, and studied the fine dining community online. Through field research, surveys, and digital analysis, we identified where Hybrid’s audience truly lived.
From there, we refined messaging and content direction, shaping monthly campaigns that aligned storytelling with performance. Each piece of content was designed not only to look beautiful, but to speak clearly to the right audience.