A taste that carries a whole city.
Cinematic content made with AI for Shirin Asal, a heritage brand born in Tabriz.
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The challenge
Take a heritage brand people already love and make it feel cinematic and premium enough to stop a scroll in a crowded feed. The difficulty with heritage is that familiarity works against you: people already know the product, so they stop seeing it.
The idea
I built the concept around place and memory — the taste of Tabriz as an identity, not a flavour. That shift is the whole film. A flavour is a product attribute you can compare. A city is something you belong to, and belonging is not comparable.
What I did
I made it as cinematic content with AI, built to stop the scroll and pull the viewer into the feeling before the product ever appears. The order matters: feeling first, product second. Reverse it and you have an advertisement people skip.
The numbers
One organic post. No media spend behind it.
- 5,079 views from 3,955 viewers — it was rewatched, not just scrolled past
- 291 likes and 24 comments — around 8% of everyone who watched responded
- 13 saves and 6 shares
- 7 seconds average watch time
- 4 new followers
Modest reach, high response rate. People who saw it did not scroll on — they watched it more than once. That is the signal I look for before scale.
The result
A brand film that turns a familiar product into an experience.
Approach: AI Creative Direction · Semiotics · Brand Film
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