Potato Habit
2024
Businesses
From Fries to Moments
Potato Habit is a Brunei-born staple with eleven branches and a loyal crowd. Competition was rising, and the brand needed to be seen—and felt—more often online. During discovery we found their feed was mostly product shots and recycled images and as the founder has said, no longer carried weight. The brief became simple: show how Potato Habit lives inside people’s days and not just in their menu. Families on the go, kids calling out flavours, friends grabbing a bite after class, a date night between two sweet people—those are the beats we aimed for. If people could see their own moments in the content, the brand would stay top of mind.
Finding the Everyday Moments
We mapped where fries genuinely show up: father-son moments, movie nights, game nights, karaoke with friends. The question guided us—what scenes would make someone say, “That’s us”? We planned monthly content that could stretch across Instagram, in-store posters and the website, all on an SME-friendly budget. The teams brainstormed scenarios together so ideas felt lived-in, not staged. We chose faces that weren’t internet famous to keep it relatable and local. Our creative compass stayed clear: we’re saying no heavy scripts. Just real moments, clean framing, and music that carries the feeling.
Make Once, Repurpose Many
The launch of their hash browns sold out across branches—a clear signal the stories were connecting. Average Instagram engagement grew by about 300%, with several clips catching fire beyond the usual reach. The brand’s look and feel felt refreshed, and customers started tagging their own Potato Habit moments. Assets now live beyond social, reused in poster prints and refreshed web sections to keep visibility high. Most importantly, the team has a simple rhythm they can keep running: show up in real life, then show up online. As the founder shared, he was proud of the heart behind the monthly stories and so were we.
What Changed
We ran bulk shoot days each quarter with a crew of about ten, covering indoor and outdoor locations to bank a season’s worth of stories. Longer lifestyle cuts were designed with “pockets” so they could be repurposed into one-shot verticals without extra shoots. Set design became a small art project—props, textures and colour that feel like Potato Habit without shouting it. We kept direction light on set and let interactions breathe; the camera simply followed. Alongside the films, we shot stylised stills and built designed posts to keep the grid steady between releases. Across the year, more than twenty-five talents helped keep the stories fresh.
Roles
