10th Anniversary

As Blue Apron reached its 10-year milestone, the brand wanted to celebrate more than just customer loyalty — it wanted to honor the people and processes behind every box. From culinary innovation and ingredient sourcing to packaging and delivery, the challenge was to tell a story that pulled back the curtain on what it really takes to bring these meals to life, without losing the warmth and relatability of the Blue Apron experience.

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We needed to create a visual narrative that could celebrate ten years of trust, while making the brand feel more personal, human, and transparent than ever before.

Produce a cinematic brand film that showcases the full Blue Apron ecosystem — spotlighting not just the food and the customers, but the chefs, suppliers, warehouse teams, and logistics experts who make the entire operation possible.

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The creative goal was to blend process and emotion — showing the behind-the-scenes rigor and care, while weaving in real moments of cooking, connection, and joy. The tone needed to be grounded, sincere, and visually polished, reinforcing Blue Apron’s legacy without relying on heavy-handed nostalgia.

We delivered a heartfelt, richly textured hero video that moves fluidly between the back-end process and the end-user experience — from the development kitchens and packing lines to real families cooking and sharing meals at home. Each scene was shot with an eye for intimacy and craft, giving equal weight to the hands that prep the ingredients and the hands that plate the final dish.

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The film became the anchor of Blue Apron’s 10th anniversary campaign, used across brand channels, internal communications, and investor-facing materials. It honored not just a decade of meals — but the people who made them possible, every step of the way.