ETCH. BY STEVEN EDWARDS
THE GoAL:
Etch., the flagship restaurant of MasterChef: The Professionals winner Steven Edwards, is located on Church Road in Brighton & Hove.
In 2024, Etch. approached me with a challenge: they needed high-quality video content for their social media channels to promote their new seasonal menu. Additionally, they wanted to shine a spotlight on their talented team, particularly their Sommelier, Sam Weatherill.
With a strong Instagram following of over 30,000, it was clear that effective video content could directly impact their reservations and overall visibility. Alongside this, I could also see that they could benefit from a polished video for their website landing page to leave a lasting first impression on potential diners.
Our objective was straightforward: create a series of engaging social media videos that would highlight the standout dishes on their menu, celebrate the passion and expertise of their staff, and craft a compelling landing page video to enhance their online presence.
- OLIVER
THE SOLUTION
After Reviewing Etch’s problems, I was able to create a plan that would boost their social media presence and effectively highlight their seasonal menu and team members. This plan focused on producing visually engaging, professional videos tailored to their brand and audience, ensuring maximum impact and increased reservations
How I Could Help:
Showcasing Signature Dishes: Create visually stunning videos that capture the essence of Etch.'s seasonal menu, highlighting the creativity and detail behind each dish.
Staff Features: Produce engaging videos that feature key team members, such as Sommelier Sam Weatherill, to humanise the brand and connect with their audience.
Social Media Strategy: Tailor content for Instagram and other platforms, ensuring videos align with the restaurant’s aesthetic and effectively engage their audience.
Enhanced Brand Presence: Deliver high-end, professional videos that reinforce Etch.'s reputation as a leader in fine dining in the local area.
Boosting Reservations: Use captivating visuals and storytelling to entice viewers and drive more bookings through their social media presence.
THE PLAN:
After selecting one of my videography packages with a full day of filming, I outlined the following deliverables:
x6 Social Media Edits (30-second runtime each):
Sam Weatherill: How to Open a Wine Box
Scott: How to Make a House Negroni
Herefordshire Beef: Course Highlight Video
Strawberry Dessert: Course Highlight Video
Scallop: Course Highlight Video
Three-Course Highlights: A dynamic reel combining the Beef, Dessert, and Scallop videos into one quick edit.
x1 Website Landing Page Video (30-second runtime):
A widescreen cut featuring the best footage from the day, designed to captivate viewers and create a strong first impression.
THE RESULTS
WEBSITE VIDEO
This video showcases Etch's meticulous attention to detail, perfectly aligning with the restaurant's high-end aesthetic. Shot with a cinematic approach, carefully lit, and professionally color graded, the video captures the essence of Etch’s sophistication.
The client was thrilled with the final product, featuring it prominently on their landing page. Now, it’s the first thing every customer sees when exploring Etch’s menu or making a reservation, setting the tone for their dining experience.
SOCIAL VIDEOS
Signature Dish Reels
Herefordshire Beef: Course Highlight Video
Scallop: Course Highlight Video
Strawberry Dessert: Course Highlight Video
STAFF FEATURES
Sam Weatherill: How to Open a Wine Box
Scott: How to Make a House Negroni
Three-Course Highlights
Overall, the videos made for Etch were able to highlight their extraordinary culinary artistry and dedication to excellence.
One of these videos, the 'Scallop: Course Highlight Video,' was even featured on the 'ChefsRoll' Instagram page, which boasts over 965,000 followers. This recognition significantly expanded Etch's reach, amplifying their influence well beyond their own social media presence.