Bake It ‘Till You Make It

A playful, POV-driven campaign for New York Bakery that follows families through the chaos of the dinnertime rush and shows how Texas Toast brings calm back to the table.

Client: New York Bakery

The Ask

What We Did

Producing
Casting
Locations
Production
Editorial
Color
VFX
Sound Design
Motion Graphics
Finishing

New York Bakery wanted a campaign that captured the relatable chaos of dinnertime in a way that felt fresh and entertaining. The goal was to show the juggling act of modern family life while positioning Texas Toast as the product that restores a sense of calm at the table. The creative leaned into a fast-paced POV style that dropped viewers directly into the shoes of a busy parent. From messy kitchens to loud kids and endless multitasking, the humor and energy built toward the moment where Texas Toast brought everything back together.

Industries

Food and Beverage, Consumer Packaged Goods, Lifestyle

Commercial
Branded Content

Approach

We designed the campaign around a point of view that put the audience in the middle of the dinnertime rush. Instead of observing from a distance, the camera became the eyes of a parent, moving through the noise, clutter, and constant demands of a busy evening. This perspective amplified the humor, since every spill, every shout, and every frantic movement was experienced directly.

The energy of the edit mirrored the chaos, cutting quickly as the pressure built. Once Texas Toast entered the frame, the pace shifted. Shots slowed, sound design softened, and the dinner table felt calm again. That contrast carried the brand’s message in a way that was playful and memorable, showing how a small addition to the meal can change the tone of the entire evening.

Stills

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How it happened

POV CAMERA
The campaign was shot entirely from a first-person perspective using a chest-rigged camera system worn by our actors. This approach gave the footage a natural movement and authenticity that handheld could not match. The rig allowed the audience to truly see through the eyes of a parent, moving through kitchen chaos, navigating cluttered spaces, and juggling family life in real time. Every glance, reach, and hurried step felt personal, which made the humor land with more impact.
SOUND DESIGN & MIX
Sound was critical to creating the feeling of chaos. Layered audio built a wall of noise: kids shouting over each other, dishes clattering, timers going off, and background chatter all fighting for attention. The mix was intentionally dense, overwhelming the listener in the same way a parent might feel during the dinnertime rush.
When Texas Toast entered the scene, the soundscape shifted. Levels dropped, voices softened, and the clutter gave way to clarity. That contrast in the mix reinforced the storytelling by letting the audience feel the calm as clearly as they had felt the chaos.
VFX
We used visual effects to heighten the sense of overload. Text bubbles and notification barrages appeared on screen, mimicking the constant stream of distractions a parent faces in the middle of preparing dinner. Messages piled up, reminders popped in, and the visual clutter mirrored the audio chaos already in play.
These graphics were designed to feel familiar and intrusive, but never so heavy that they distracted from the live action. When Texas Toast entered, the barrage eased, reinforcing the shift from stress to calm. The VFX added a modern, playful layer to the story and made the humor hit closer to home for audiences who live in a world of constant notifications.

"The PARAGON team was great to partner with on our recent brand campaign. They took a difficult brief and limited budget, then delivered on it with excellence. Add to that they were both professional and fun to work with!"

Luke Oppliger
Head of Creative & Content, T. Marzetti Company