Breakout Room 2 Crafted in Chocolate

  • Pou Auaha / Creative Directors
    John Plimmer, Duncan Munro, Amber Ardern, Kimberley Torrie
  • Pou Rautaki / Strategic Lead
    Amber Ardern
  • Ngā Kaimahi / Team Members
    Sam McCauley, Sarah Tuxford, Francesca Ellem, Olivia Chan, Isaac Gray, Jazzelle Rowell
  • Kaitautoko / Contributors
    Conor Cameron, Tiffany Ngan, Sophia Chan
  • Client
    J.H Whittaker's & Sons Ltd

The brief was to turn Whittaker’s social spectators into vocal brand supporters through social content. The content was to run on Whittaker’s brand social channels, with the key focus being engagement on Instagram.

Given the nature of popular content on Instagram focusing on aesthetic, particularly when it comes to food, we proposed the content should highlight and showcase Whittaker’s craft credentials but with a spin…

We created Whittaker’s “Crafted in Chocolate”. A content series now made up of 72 short films taking Chocolate Lovers on a journey beyond the bar.

With a focus on cinematic storytelling through detailed lighting and purposeful camera movement, Chocolate Lovers are transported into the magical world of Whittaker’s. All created in part (if not entirely) from the best quality chocolate and the finest ingredients, filmed to entertain and build intrigue with the iconic Whittaker’s wink

Each piece is filmed to follow a simple story structure – an unknown “maker” moulds, crafts, etches, grates, imprints the chocolate ingredients. This leaves room for the loyal Chocolate Loving audience to guess before the final artisanal masterpiece is revealed.

Simple yet scrumptious in how each shot is captured. Square 1080 x 1080 (1x1) framing is a huge consideration for keeping the videos feeling native to Instagram. Using a minimal camera and lighting kit and employing a multitude of cinematographic techniques most often found in miniatures and stop-frame film making. Each film in the series plays with scale, textures, depth of field, frame rate and shutter angles in different and unique ways to create films where the viewers can taste the deliciousness of chocolate without it even being used in a “foodie” setting.

The focus on creating worlds through the finest Whittaker’s chocolate is always at the heart of each film. From Artisan Squares glued with melted chocolate to create backdrops, walls and tiling, to 5 Roll Refined Creamy Milk Sante Bars fastened to fabric to create chocolate conveyor belts. 3D printed moulds create more detailed structures, while real tree leaves and ferns are coated in Dark Ghana chocolate to create organic moulds. Homemade pendulums of melted caramelised white chocolate Blondie have been rigged in the studio, while the iconic Whittaker’s gold foil and Creamy Caramel wrapping have been crafted into trees and origami boats. There are no lengths we don’t go to sculpt the story and fulfil the Whittaker's “Best is always better” brand ethos.

Individual and combined, this content stream showcases the craft, love and care, which goes into each and every Whittaker’s block.

The result, due to the cinematography and storytelling techniques the “Crafted in Chocolate” content series has been so popular with fans that Whittaker’s have extended the series to make it part of their always-on program of work and expanding from Instagram into television placements.