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Their story started here
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our department thought our internal teams would handle this sort of thing - but after our discovery call, the penny dropped as to why we don't....
..I didn't think it was going to work for our brand, as I couldn't see a Japanese commercial anywhere - once it was explained that each commercial is created to our target customer, it all made sense.
The commercial brought roughly an extra £9,000 in the first month...
...after posting the commercial and getting 36k views with only a £200 marketing campaign and competition copyright behind it...
The creative is across our entire hotel's internal monitors, email campaigns and socials boosting professionalism and trust to our customers...
Created alongside its sister venue, this brand film for Salt & Chilli Oriental was designed to capture energy, movement, and modernity while maintaining the same level of visual quality and craft.
While the production approach mirrored Lychee Oriental in lens choice and technical execution, the creative direction shifted significantly. Faster pacing, playful motion, CGI masking, and rhythmic cuts were introduced to reflect the livelier atmosphere of the restaurant. The result was a film that felt bold, contemporary, and expressive, without sacrificing polish.
The visuals were intentionally built to work as modular brand assets, capable of standing alone across social platforms or being reassembled into high-impact cutdowns. Featuring Jimmy Lee, the film reinforces brand credibility while keeping the focus firmly on food, energy, and experience.
Executed fully in-house by CommercialsGroup, the project delivered a significant uplift in perceived quality, giving Salt & Chilli a visual identity that matched its pace, confidence, and ambition, and positioning the brand strongly for scale across digital and paid channels.
This was about capturing energy - bold food, bold movement, bold identity.