CLIP 0100:00:00:00
brand · February 2026
Pan Kitchen
Filmed for people watching with the sound off.
One slice, one long cheese pull, and no voiceover. Built for the sound off.
- Views
- 612K
- Without spending a dollar on ads
- More weeknight tables
- +41%
- Tuesday to Thursday, over six weeks
The cut
We shot the pull. One slice lifting off the pie, held long enough that the cheese stretches most of the way across the frame before anyone cuts. Seven seconds, one take, no music for the first two. Anything that needed saying went on screen as text.
- Client
- Pan Kitchen
- Sector
- food
- Format
- brand
- Shipped
- February 2026
CLIP 0300:00:00:00
Frame by frame
The first
two seconds.
If someone can’t tell what this shop sells within about a second, they’re already gone. Here is the opening, frame by frame.
- 0.0s
0.4s
0.8s
1.2s
1.6s
2.0s
CLIP 0400:00:11:03
The story
What was going wrong
A twenty seat room in Markham. The food was good and the videos went nowhere. Every one was built around the chef explaining a dish, so with the sound off there was nothing to hold on to and people scrolled straight past.
What happened next
Tuesday to Thursday filled up. Weekends were already full, so that was the only part left to win.
People watch these in a waiting room, on the bus, or in bed at eleven at night. The sound is off for nearly all of it.
