Melty

Ad Campaign | Creative Directing & Copywriting

Melty is a grilled cheese concept built for franchisees who want a partner in their brand. While chains like Chick-fil-A lure people in with a low $10k investment, many don’t realize how little support they offer once the ink is dry. They're selective, hands-off, and often leave owners figuring it out alone.

Melty flips that script. Their founders host weekly live web seminars packed with insights, guidance, and Q&As. Real support, real people, every step of the way.

To bring that promise to life, we took their "hand-holding" approach to the extreme. In this campaign, founder Dave helps a painfully shy man navigate love with a literal hand to hold.

I wrote the script, directed the shoot, produced the campaign, and stayed involved through editing with creative feedback and polish.