Soothr
DEPLOYMENT: Hospitality Commercial Production & Creative Curation
LOCATION: New York, NY (East Village)
TIMELINE: Targeted Media Activation
VELOCITY: Elevated Digital Visibility // Cult-Status Brand Capture
THE INTENT: PACKING OUT NYC'S HOTTEST TABLES
To stand out in Manhattan's hyper-competitive culinary scene, Michelin-recognized Soothr needed to translate its authentic Thai street-food energy into a high-impact digital commercial.
Tattered Brands managed the complete production cycle for their East Village flagship. We handled everything from scripting and creative styling to on-screen talent recruitment, building a visual campaign designed to attract mainstream culinary audiences.
01 // THE BOTTLENECK
The Attention Battle > In the crowded New York restaurant landscape, communicating authentic cultural concepts to a mainstream audience without losing your brand's core identity is incredibly difficult. Soothr needed commercial assets that felt premium, appetizing, and culturally genuine to drive immediate digital traffic.
02 // THE DEPLOYMENT
Commercial Production & Talent Management > Tattered Brands planned and executed a seamless commercial shoot centered on the restaurant's signature dishes:
Scripted, organized, and meticulously planned the visual narrative to focus on high-velocity dining and dish presentation.
Directed the on-set visual styling, color aesthetics, and food lighting parameters.
Recruited and managed both the behind-the-scenes production crew and the on-screen talent.
Engineered an efficient shooting schedule to deliver maximum asset variety with zero disruption to regular restaurant service hours.
03 // THE VELOCITY
Amplified Local Visibility > The final creative assets successfully captured the energy of the space and scaled the brand's digital presence:
Generated a measurable increase across local digital engagement and organic visibility channels.
Successfully communicated an authentic culinary concept to a broader, mainstream audience.
Provided the hospitality group with a high-value, evergreen asset library to fuel long-term reservation demand.