Mimi's Cafe Taste Of France

Original video series supporting the new Mimi’s Cafe brand positioning, shot on location across France.

After we launched the new “neighborhood bistro inspired by France” brand positioning for Mimi’s Cafe, I led the effort to support that position by producing a series of videos that introduced consumers to the inspiration behind the seasonal menus at the French-inspired restaurant chain.

I worked with a senior writer to develop scripts, then found and hired a production company out of London. Then I spent 10 days traveling across France with a small European film crew to capture footage. On an extremely limited budget, it was just a cameraman/DP, producer, production assistant and myself – who provided creative direction as well as handled second-unit filming. Editing was taken care of in-house at the agency.

The video series was featured on the Mimi’s Cafe Facebook page and utilized in outbound marketing communication to its million+ loyalty database.

Role: creative direction, producer, production oversight, 2nd unit camera

Copyright 2015, Aaron Cacali