Heatonist x SHF

Overview

Secret Handshake Foods, in collaboration with hot sauce legends Heatonist were looking to promote their new Everything Bagel Hot Sauce. I was approached with the challenge of shooting a series of engaging product videos to advertise the sauce and drive sales. Due to Heatonist's large online following and exalted status, I was certainly feeling the heat to deliver on their request.

Challenges & Approach

This shoot was done during the COVID-19 pandemic, which forced the filming to be completed at my home studio. With the help of creative partner Sarah Tachuk, I was responsible for building the set, preparing food items, and executing various shots of the sauce in action. We wanted to emphasize the everything bagel flavour by incorporating baked goods and various seasonings in the footage, while also displaying the practical use of the sauce on everyday meals.

The result

The promotional videos feature a high-end studio look, with unique product shots that paint the picture for what the sauce is all about. The videos experienced high engagement and positive reception online, which lead to an on-going partnership with Secret Handshake Foods creating video and photo content.