THE BRIEF
DEMYSTIFY DARK CHOCOLATE
The series was built as a brand lift study — a controlled creative experiment to discover what kind of storytelling actually moved consumers toward dark chocolate.
Position Excellence dark chocolate as an inviting brand. Move away from being seen as a risky buy by changing the brand’s look to be more relatable, personal, and artistic. Creating emotional stories about LINDT USA's Master Chocolatier and her love for dark chocolate, clarifying its myths in an authentic way.
Director: MichaelMichaelTV
DP: Andrew David Watson
Editor: Jasper Verhorevoort
Colorist: Phil Choe
Food Stylist: Jamie Kim
Prop Stylist: Roza Kalinowska
Producer: Kieran Collings
ROLE CREATIVE DIRECTOR
THE RESULT
The moment where dark chocolate became part of a life someone wanted to live.
BRAND LIFT STUDY
Out of five episodes, the wine pairings content outperformed everything. Not the ingredient education. Not the master chocolatier's credentials. The moment where dark chocolate became part of a life someone wanted to live.
That finding didn't just inform the next piece of content. It reshaped the brand's entire storytelling strategy — identifying the emotional territory where Lindt Excellence could own a genuine, unforced connection with its audience. It opened the door to partnerships that felt true to the brand rather than borrowed from it.
GOING GLOBAL
The look, tone, and feel of the series traveled further than anyone anticipated. Lindt subsidiaries in South Africa, Portugal, Switzerland and the UK adopted the content — integrating it into retail stores and wholesale content strategies. What started as a YouTube series became a global creative reference point.
And when it came time to develop the TV commercial, the brief was clearer because of this work. The visual language, the emotional register, the pacing — the series had already proven what the brand looked like when it was at its best.
EPISODE 1:
Ann Czaja, Lindt Master Chocolatier, explains the differences in ingredients and taste profile between milk chocolate and dark chocolate.
EPISODE 2:
Ann Czaja, Lindt Master Chocolatier, shares what it takes to make exceptional dark chocolate, which Lindt has been doing for over 175 years.
EPISODE 3:
Ann Czaja, Lindt Master Chocolatier, describes the best way to taste premium dark chocolate to ensure it provides a smooth, rich, and flavorful tasting experience.
EPISODE 4:
Ann Czaja, Lindt Master Chocolatier, describes how to navigate cocoa percentages in dark chocolate, and where to begin.
EPISODE 5:
Ann Czaja, Lindt Master Chocolatier recommends the optimal wine pairings with our most popular dark chocolate recipes for a fun evening with friends.