JonJonMedia

Brand & campaign Brand film

It's Roquefort

A burger advert written like a confession. Serif captions carry a voice that never quite says what it means — until the last line.

Client
El Barrio
Role
Editor
Year
2025
Runtime
00:55
  1. Nobody knows.
  2. understand.
  3. and that feeling.
  4. Probably not.
  5. And totally

Purpose

A launch film for El Barrio's Roquefort burger, published on the restaurant's own channels in November 2025.

Tone before product

A blue-cheese burger treated like a feeling you can't explain to anyone — headphones on, smoke, a city that doesn't notice. The product only arrives at the end.

Type as voice

Serif captions sit low and quiet, one phrase at a time, so the voice-over reads like a thought rather than a sales line.

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