Not Every Lens Can Tell Your Story
07.07.2025
I've heard this concern from some people a few times — and I agree.
There is something worse than not being seen: being seen the wrong way.
And yes, that’s scary. Not just for the cautious or the insecure.
You — who built your story brick by brick, dish by dish, concept by concept — know exactly what I mean.
The game you’re playing isn’t about trends, miracle results, 24-hour reels, or a pretty feed to impress foodies.
You’re not here for that.
Your game is different.
It’s about legacy, respect, culture, territory, and purpose.
And that’s exactly why there’s fear. A very real fear. Almost physical.
That chill down your spine just from imagining someone taking your story and turning it into... “content.”
Shallow content.
Pasteurized content.
Content that fits anyone — and therefore, doesn’t fit you.
This text is about that fear.
And why it makes perfect sense — not just to me.
The Fear Isn’t About Being Seen. It’s About Being Misrepresented.
You know that same old scene? Déjà vu... you can already picture it.
A production company shows up — the kind that lives for likes, hype, and glow effects — and offers you a beautiful video.
Slow-motion of the dish. Close-up of the plating. Generic music. Maybe a catchy quote in subtitles.
The video looks nice.
But deep down, it feels fake.
It could be your restaurant — or any other. Makes no difference.
Because what’s shown isn’t your essence.
It’s not your journey.
It’s not why you do what you do.
It’s just another edit that delivers views — but not perception.
That adds nothing in terms of value or differentiation.
And let’s be real: you’ve seen this happen. I know you have.
You’ve seen stories turned into caricatures.
You’ve seen complex trajectories reduced to “we serve emotional food.”
You’ve seen gastronomy treated as a product — when it’s actually culture.
You’re not afraid of exposure.
You’re afraid of being misunderstood.
“If It’s Going to Be Told Any Old Way, I’d Rather Not Tell It at All.”
This line echoes in the mind of anyone who lives by their truth.
And no — it’s not preciousness. Or ego.
It’s self-defense.
Defense against trivialization.
Defense against becoming window-dressing for an algorithm.
Defense against reducing your story — built with sweat, choices, sacrifice, research, territory, experience, and vision —
to a 59-second video that starts with: “you have to check out this amazing place!”
Seriously?!?
Your story doesn’t fit in that box.
And if it has to be forced... better not tell it.
Because your journey isn’t linear.
It’s not simple.
It can’t be chewed into 3 bullet points and a motivational caption.
And you know what?
Those who don’t understand that will try to convince you otherwise.
No, This Isn’t Marketing. It’s Cultural Heritage.
That’s where a different kind of sensitivity comes in.
A different game.
One with no script. No checklist. And definitely no formula.
What there is — is investigation.
Listening.
Immersion.
Before any camera turns on, the question isn’t “what’s your differentiator?”
The question is: why does this exist?
Why did you choose this path, this ingredient, this technique, this proposal?
Why isn’t your restaurant just another restaurant?
What lies behind what is seen?
When the lens is documentary — and not advertising — the film stops being about what you sell,
and starts being about what you stand for.
It stops being a pretty commercial and becomes a record of legacy. A brand’s heritage.
Something that doesn’t age.
That doesn’t depend on trends.
That doesn’t get outdated.
That doesn’t sound like self-promotion (another big concern...) — it sounds like truth.
The Thin Line Between Desire and Respect
You know that discomfort many people feel?
-
“But if I make a video, people will think I’m promoting myself...”
-
“They’ll think I’m trying to show off...”
-
“I don’t want to seem arrogant...”
That discomfort only exists when the material doesn’t reflect who you are.
And I’m not suggesting forcing a narrative
or embellishing your dishes with extra-culinary elements just because of the influence of social media and aesthetics.
You can dive deeper into that in this article.
But when the film is honest, the effect is completely different.
It doesn’t shout, “look how amazing we are.”
It whispers — with strength — “look at what exists behind an experience that deserves respect.”
And those who watch... understand.
And those who understand... don’t question price.
They don’t question concept.
They don’t question your vision.
Because now they see. And seeing, they feel. And feeling, they understand.
This Isn’t a Campaign. It’s Image Protection.
It’s a different kind of story.
The right film isn’t a post.
It isn’t a reel.
It isn’t a campaign.
It’s narrative armor.
No one else tells your story for you.
No one else distorts your proposal.
No one else tries to force 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
That client who used to say:
“- Wow, why is this so expensive?”
He doesn’t exist anymore.
Because those who watch a film that reveals your essence, your process, your why...
don’t argue price.
They understand they’re not paying for a plate of food.
They’re paying for an experience built over decades of study, choices, pain, sacrifice, and vision.
And those who understand that... don’t ask for a discount.
Your Process Doesn’t Start with a Briefing. It Starts with Listening.
Some people come in asking:
“Okay, send me the briefing.”
And the answer is simple:
There isn’t one.
There’s no briefing 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.
Only then can the film avoid the risk of being poorly told.
And more than that: you don’t lose control of your 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 Just Content
So here’s the invitation — and the provocation:
If your story is unique, authorial, and non-transferable...
why would you let just any lens try to tell it?
If everything you’ve built so far defies the obvious, the generic, the shallow...
why should your film be any different?
What you do isn’t just food.
It’s culture.
It’s territory.
It’s a manifesto.
And stories like that... they can’t be told by just anyone.
Not every lens can tell your story.
If you want to talk about that — we’re here.
No rush. No script. No formula.
Just listening, respect... and truth.
A hot coffee and a present mind.
Warm regards,
Renan
