The Starting Point
First, a neighborhood landmark. Now, a step into the future.
Tower Diner defines the area
As a heart of the community, Tower Diner reflected an inviting atmosphere for regulars, embraced its iconic tower fascia and instilled family-owned values in its approach to hospitality.
Dinerbar opens its doors
A new style of dining for a new Rego Park. Dinerbar is elegance made casual, and their family history informs its blended focus on welcoming back regulars and winning over new residents.
A New Identity
10 years in and Dinerbar is established and healthy. But in an age of attention, it’s important to craft an image that is recognizable, attractive and repeatable across platforms.
Where we come in: Dinerbar has great bones – celebrated family-run history, established roots in the community and a well-tuned experiential dining product. We want to link the history to where Dinerbar is today and simultaneously create a unified brand identity to carry into the future, focused on growth and consistency.
A look at some of the other stories we’ve told
We create monthly social pieces, using a blend of photo posts & carousels and reels to capture their gritty, hands-on work in building a local french bistro on LI.
Click each of the buttons to watch the Reel on Instagram
A look at some of the other stories we’ve told
We produced social pieces to fill (almost) every day of the month, making short-form reels that expressed their simple philosophy. Fresh pasta, made by hand, delivered to chefs across NYC. Additional photos enhanced their website. Our work generated over 250k + in impressions on Instagram over a 6-month period.
Click each of the buttons to watch the Reel on Instagram
Our inspiration
NYC is primed for the organic marketing approach we use. People are always searching for new places to eat and are quick to act when they feel attached to the brand. The location needs to feel vibrant and alive. Footage is a mix of clean, organized shoots and capturing the energy of service. Staff is a focal point, and the process behind the dish is everything.
We also always search for new inspiration online, comping pieces as references to provoke ideas and to see what clicks the algorithm for restaurant goers. Here’s some examples of reels that inspire us.
Click each of the buttons to watch the Reel on Instagram
Our moodboard for Dinerbar
These aren’t specific shots we plan to recreate. Rather, this is a general vibe that we want the audience to feel from our projects with Dinerbar.
The Roadmap – A Sample
Three phases of the story, two months each
History & Set the Vibe
Capture first photos batch and cast a wide net for video footage, setting the tone for production.
- Re-introduce Dinerbar
- Capture our initial impressions
- Set the restaurant in Rego Park community
Find a Style
Getting more familiar with DB, find small components to the larger story
- To-Go Counter & Lunch Service
- The Olive Oil production
- Brunch that is worth braving the traffic for
- Start to standardize color, editing style, etc. for photos and reels
Interviews & Characters
After initial growth for DB, continue to innovate and push the style
- Find a regular customer, interview them about their story
- Feature more of the wait & kitchen staff (make them characters)
- Treat DB like an ongoing TV show, in a way, to keep people engaged
After each 2-month stretch: We discuss the results and outlook of the social page(s) to that point, pivot and change where it is needed and enhance the pieces that are working for the next phase. The ongoing process keeps content and branding consistent, which is very favorable for the algorithm.
Our pitch to you
Monthly Timeline
x1 Shoot Day (5-8 hours, depending on volume of planned content. Assets are curated and edited in advance of the next month. Completed assets are added to the monthly calendar, and the cycle continues.)
Asset Deliverables
- At least 3 Reels, spread across the month (1 roughly each week)
- ~5 Short Video Clips, used to supplement the Reels (Sights & Sounds, interesting shots, etc.)
- Photos for at least 16 Posts, 4 per week (Carousels, Photos, Photos & Short Video Clips mix)
Collaboration
As filmmakers, we work with producers. In this case, that’s you. Come to us with your plans for specials, events, moments you want captured. We want to make the most of this partnership for you at DB. Reach us by email or text. We’ll create a Google Drive deliverables folder that houses all assets, as well as a group chat text chain to keep us all on the same page between shoots.
Budget
$3,300/month
Month-to-Month or a retainer structure for a 2, 4 or 6 month term. For the 6-month retainer, we offer a $300 monthly discount ($3,000/month). Having time to build your brand identity is valuable for us creatively, and we understand the weight of such a commitment.
Reach out to us with any questions
Chao S. Luo - (646) 667-6688
Jack Muscatello - (516) 754-9657