Not Every Lens Can Tell Your Story
07.07.2025
There’s one thing worse than not showing up: showing up the wrong way.
Yes, that’s scary. And you—who built your story brick by brick, dish by dish, concept by concept—know exactly what I’m talking about.
The game you play isn’t about trends, reels that disappear in 24 hours, or pretty feeds made to impress foodies. You’re not here for that.
Your game is different.
It’s about legacy, respect, culture, territory, purpose.
And that’s exactly why the fear exists. A real fear. Almost physical. That shiver you get just imagining someone taking your story and turning it into… content.
Shallow content.
Pasteurized content.
Content that could belong to anyone—and therefore doesn’t belong to you.
This text is about that. About this fear. And about why it makes absolute sense.
The Fear Isn’t About Being Seen. It’s About Being Seen Poorly.
You know that scene that keeps repeating?
A production company shows up—one of those that lives off likes, hype, and glow effects—and offers you a beautiful video. Slow motion of the dish. Close-up on the plating. A generic soundtrack. Maybe a caption with a catchy phrase.
The video even looks good. But deep down, it feels fake.
It looks like just another one.
It could be your restaurant. It could be any other. Same thing.
Because what appears on screen isn’t your essence. Isn’t your journey. Isn’t the reason behind what you do.
It’s just another edit designed to get views—but not designed to build perception.
And let’s be honest: you’ve seen this happen.
You’ve seen stories turned into caricatures.
You’ve seen complex trajectories reduced to “here we serve comfort food.”
You’ve seen gastronomy treated as a product, when in reality, it is culture.
You’re not afraid of showing yourself.
You’re afraid of being misinterpreted.
“If It’s Gonna Be Told Any Old Way, I’d Rather Not Tell It.”
This sentence echoes in the minds of people who live their own truth.
And it’s not perfectionism. It’s not ego.
It’s protection.
Protection against trivialization.
Protection against becoming an algorithm’s showcase.
Protection against reducing your story—made of sweat, choices, sacrifices, research, territory, ancestry, and purpose—into a 59-second video that starts with: “you need to check out this incredible place!”
No.
Your story doesn’t fit in that mold.
And if the only way is to fit… it’s better not to tell it.
Because your journey isn’t linear. It isn’t simple. It can’t be chewed into 3 bullet points and a motivational caption.
And what’s worse? Whoever doesn’t understand this will try to convince you otherwise.
This Isn’t Advertising. It’s Heritage.
Here’s where another game begins.
A game with no script. No checklist. And—most importantly—no formula.
What exists is investigation.
Listening.
Immersion.
Before any camera starts rolling, the question isn’t “what’s your unique selling point?”
The question is: why does this exist?
Why did you choose this path, this ingredient, this technique, this proposal?
Why is this restaurant not just another restaurant?
What’s behind what people see?
When the lens is documentary—not commercial—the film stops being about what you sell and becomes about what you stand for.
It stops being a pretty commercial and becomes a record of legacy. A brand heritage.
Something that doesn’t age.
Doesn’t depend on trends.
Doesn’t get dated.
Doesn’t sound like self-promotion—it sounds like truth.
The Thin Line Between Desire and Respect
You know that discomfort many people have?
“But if I make a video, people will think I’m promoting myself…”
“They’ll think I want attention…”
“I don’t want to seem arrogant…”
That discomfort only exists when the material doesn’t translate who you are.
When the film is true, the effect is different.
It doesn’t scream “look how amazing we are.”
It whispers—with firmness—“look at what exists behind an experience that deserves respect.”
And those who watch… understand.
And those who understand… don’t question prices.
Don’t question the concept.
Don’t question the proposal.
Because now they see. And by seeing, they feel. And by feeling, they understand.
This Isn’t a Campaign. It’s Image Shielding.
The game has changed.
The right film isn’t a post.
It isn’t a reel.
It isn’t a campaign.
It’s narrative armor.
No one tells your story for you anymore.
No one distorts your proposal.
No one tries to fit you into a mold that isn’t yours.
Because now your story is told. And told the right way.
Forever.
Those Who Understand, Don’t Question
You know that customer who says, “wow, but why so expensive?”
That person doesn’t exist anymore.
Because someone who watches a film that reveals your essence, your process, your why… does not argue price.
They understand they’re not paying for a dish.
They’re paying for an experience built on decades of study, choices, pain, sacrifices, and vision.
And those who understand that… don’t ask for discounts.
Your Process Doesn’t Start With a Brief. It Starts With Listening.
Some people show up saying: “Alright, send me the brief.”
And the answer is simple: there isn’t one.
There’s no brief because there’s no formula.
There’s immersion.
There’s observation.
There’s active listening.
There are days spent following your routine, your team, your operation, your silences.
Because only then does the film avoid the risk of being poorly told.
And more: you don’t lose control of the narrative.
The client participates, reviews, approves. Because it’s about them. And no one knows their story better than they do.
Your Story Deserves More Than Content
So here’s the invitation—and the provocation:
If your story is unique, authorial, non-transferable… why would you let just any lens try to tell it?
If everything you’ve built so far avoids the obvious, the generic, the shallow… why would your film be any different?
What you create isn’t just food.
It’s culture.
It’s territory.
It’s a manifesto.
And stories like these… cannot be told by just anyone.
Not every lens can tell your story.
If you’d like to talk about this, we’re here.
No rush.
No script.
No formula.
Just listening, respect… and truth.
