Restaurants and food / Pre-opening launch

Omake Cafe

Their account was ready before the coffee shop existed

Omake is a coffee shop that brings Japanese, Armenian and Arabic coffee traditions together. They came to us while it was still under construction, before there were guests or a room to film.

Reels with coffee

5K to 10K
views each

The reel with only the logo

83K
views: 8x+
more than any reel with coffee

The idea

Most openings start with an empty page

The first weeks decide whether a new place makes it. If people come on opening day, a cycle starts: they come in, film, tell friends and bring others. If the first weeks are empty, you pay for ads to a cold audience and spend months catching up.

Everyone gets the build-out, the menu, the staff and the equipment ready ahead of time. The account somehow gets left for later, so it starts from an empty page on the exact day attention matters most. Omake did it differently. They came to us in the middle of construction.

What we had

A brand, but no coffee shop yet

There was no space and no interior yet. What they had was a detailed brand book: a logo, an emblem, a palette with names like marrakesh nights and tokyo nights, and a philosophy. Omake calls itself a portal into meaning, conversation, cultures and the present moment. Our job was to turn that into content.

Before the opening

A third of the visual language

The brand book split the photo style into people, objects and space. There were no guests and no room yet, so objects had to carry the whole character of the brand.

Tap to preview

Before the opening

Tap for sound

Sample content

Composed by hand

Each frame was set up separately. It had to look expensive, because it set the level of a place nobody could see yet.

Horizontal pieces

Glass, liquid and studio light

A code on the construction site

A QR code on the building linked to the account. Someone walks past, sees "coming soon", scans it and lands on a finished account instead of an empty page. By opening day, the coffee shop had an audience that was waiting for it.

The surprise

The most viewed reel had no coffee

A reel showing only the logo on a light wall got 83,000 views. The product films with drinks got 5,000 to 10,000. The one with no product, no interior and no people got eight to sixteen times more, with nothing in it but the name and a mood.

That matched how the brand describes itself. For Omake, it's about being transported and a state of mind more than the drink. The shot with only the logo carried that without showing anything.

83K
views on the logo reel: 5K to 10K
views per product film

From the account

Tap a screenshot to open it.

83K on the logo reel, 5K to 10K on the product films

Why it matters

If you're opening, you have a window that closes for good. While construction is going on, people already see your place: the neighbors, and everyone who walks or drives down that street every day. That attention costs you nothing, and it usually goes to waste.

Content made before opening turns that attention into an audience. On day one you either have people who were waiting for you or you don't, and if you don't, you start paying for them.

And you can start filming earlier than you think. You don't need a finished interior or guests. The product and your brand identity are enough, as long as you understand what you're really selling.