Case study · Butterleaf

103,000 views and more people through the door

Launch content for a Newtown salad bar, then a hero film. Sales lifted while it ran, and Butterleaf has since opened a second site.

Shooting Butterleaf product on a paper backdrop inside the half finished Newtown store.
Client
Butterleaf
Location
Newtown, Sydney
Year
2025 & 2026
Services
Content strategy, production, cinematography, stills, edit

The brief

Introduce a brand, not a shop.

Butterleaf is a fast casual salad bar opening its first site in Newtown.

Salad is a crowded category and it carries baggage. Most of it is sold as a compromise: the healthy option, the quick option, the thing you eat because you should. Butterleaf was built on the opposite premise. Genuinely fresh produce, everything made in house, and a fit out worth walking past three other lunch options for.

The job was to make Sydney feel it before the doors opened, then keep feeding the channel once they did.

The client

In their words.

Reem and Rawad on camera talking about working with Culture Content
A frame from the Butterleaf launch film

The work

Shot before the store existed.

We started in the fit out. Product on paper backdrops in the middle of a building site, ingredient led stills, and the first wave of social content, so Butterleaf opened into an audience instead of starting from zero on day one.

Then the launch film, and an about us piece introducing the founders. A founder led brand gives people something to be loyal to beyond a lunch order.

Phase two

Showing the store in action.

With the brand established, phase two was about the thing a launch alone cannot do: showing Butterleaf running. The food being made, the space, the team, the energy of a store mid service.

We came back and shot a hero film and a suite of social assets built to do exactly that.

A frame from the Butterleaf hero film

103K

views on the hero film.

“It was probably the first time we really saw how strong social content could translate into greater awareness of Butterleaf and, in turn, more people coming through the doors.”

Reem, co-founder of Butterleaf

Sales lifted across the period the film ran. Butterleaf has since opened a second site.

The stills

One shoot, two jobs.

Alongside the video we shot a full stills library: menu items, in store, lifestyle, packaging.

Those images ran the Uber Eats listing from launch, where the photograph is the entire sales pitch and a bad one quietly costs orders, and carried the website at the same time.

Top down Butterleaf bowl with tofu, edamame, black rice, red cabbage and satay dressing.House made dressings labelled citrus vinaigrette, hibachi ginger, honey mustard and sumac pomegranate.A customer carrying a Butterleaf takeaway bag through the park.

The content

Cut for the feed. Fresh produce, made in house, on repeat.

A frame from the Butter Steak Bowl film
What’s in your Butter Steak Bowl
A frame from a Butterleaf social film
From the Butterleaf social series
A frame from a Butterleaf social film
From the Butterleaf social series

What they said

“It’s not just filming and editing. They help us conceptualise, plan, and organise everything. As a new hospitality business juggling a million things, having that peace of mind is huge.”

Rawad, co-founder of Butterleaf

Behind the scenes

A building site, a paper backdrop and a lot of lettuce.

Clapper board reading Butterleaf, scene 1A, take 1.A gridded softbox rigged over a Butterleaf bowl on a paper backdrop stacked on cardboard boxes.A monitor on set framing a customer talking to camera inside the finished store.
Reviewing Butterleaf stills on a laptop balanced on a ladder in the fit out.Shooting handheld on King Street, Newtown.The crew and founders on a park bench in Newtown after the shoot.

Credits

  • ProductionCulture Content
  • ClientButterleaf
  • DirectorTom Anlezark
  • CinematographyTom Anlezark
  • StillsLaura Divella
  • EditCulture Content

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