Up Scale Rebrand
As a part of the new phase of concept two, Up Scale, in January of 2024, the goal was to entice traditional San Antonio residents that the eatery they once saw as haughty and unattainable is approachable and worth the experience.
Favorites like the filet and lobster tagliolini are available for our fans and regulars but a fresh experience can always be made when the kitchen is 100% scratch.
For this project, I worked directly with Chris, Creative Director and Videographer of Squinted Cinema, to coordinate the layout of each video.
Restaurants I find to be a very particular niche when it comes to perception and creation. There is an entropy of chaos that occurs in eateries to the untrained eye. Simply put, there are million places to look that can be completely separate from each other. Whether that be the front of house perspective, showcasing only the guest experience. Or the back of house high energy that has been exhibited on groundbreaking shows like The Bear.
My goal was to exhibit the juxtapositions in harmony, when chaos comes together to meld into a partner dance, each one lending to each other, a symbiotic relationship.