The Brief

FirstClub, a new brand focused on curated, high-quality groceries, needed a powerful debut video for LinkedIn. The objective was to introduce the brand's ethos through its founder, Ayyappan, a passionate but admittedly picky eater. The core mission was to translate his personal, lifelong quest for quality ingredients into a relatable brand story that would build immediate trust with a discerning audience. The piece needed to feel authentic and unscripted, reflecting the founder's preferred communication style.

Challenges & Approach

The primary challenge was to transform a simple founder-led announcement into a polished, high-retention video without relying on a rigid script. As the creative bridge, my approach was to architect a strong narrative framework that allowed for the founder's natural energy to shine. I developed the "Conversations from a Tiffin" concept, grounding the story in the relatable act of packing a lunchbox. To elevate this, I introduced a witty, fact-checking ChatGPT voiceover as a conversational partner, adding a tech-forward edge and validating the brand’s quality claims with objective authority.

The Result

The final film is a testament to authentic brand storytelling. It successfully positions FirstClub not just as a service, but as a philosophy born from genuine passion. My creative direction transformed the brief into a memorable, narrative-driven film that feels both intimate and premium. The "tiffin" framework provided a relatable hook, while the innovative use of a ChatGPT character established a unique, modern brand voice. This strategic approach ensured the debut video cut through the noise, building immediate trust and clearly communicating FirstClub’s core value proposition.