Chef Heatley's product video: “Respect the heat”

A 57-second film we made for Chef Heatley's, an artisan hot sauce maker.

The story

One night, one woman and Chef Heatley's 3-pack: Jalapeño Lime, then Classic Habanero, then a single drop of Roasted Reaper. Each step the kitchen gets hotter, the music goes silent for the drop, and the chef's own words carry the climb: respect the heat, enjoy the flavor.

Why it works

It gives the viewer the heat before it names a single sauce. One woman climbs Chef Heatley's 3-pack from Jalapeño Lime to Roasted Reaper while the kitchen light turns from blue to red, and the music goes silent for one slow drop, then comes back on the bite. Every line on screen is the chef's own, from his product pages.

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What it says

0:00Three sauces from Chef Heatley's.
0:04How far up can you go?
0:09Jalapeño Lime
0:09The heat stays mild.
0:13Clean flavor. Everyday sauce.
0:16Classic Habanero
0:17Straight heat. Full flavor.
0:21Comes on strong and lingers.
0:25Roasted Reaper
0:26Serious heat. Deep flavor.
0:30A little goes a long way.
0:41Respect the heat.
0:46Enjoy the flavor.
0:50Whatever your preferred level of heat, we have a sauce.
0:53Any three sauces, $40. The third one's free.
0:54chefheatleys.com

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