Showcasing Veganism for the Vegan New Balance 990V

END. and New Balance wanted to create a short docu-film that showcased veganism and all of it’s benefits as told by vegan chef @kingcookdaily. The film needed to truly celebrate veganism and portray how attractive and attainable it is as a lifestyle choice, whilst referencing their new vegan-friendly trainers. With such a large platform demonstrating just how great it is to be vegan – who better to feature than @kingcookdaily?

We sourced a stunning studio kitchen and shot lots of vibrant, colourful content of King cooking up a plant-based dish and explaining his lifestyle. We thought it was important to capture King in his home environment of East London, so we sourced a local greengrocer where King can be seen picking out some fresh produce, to give the film a more organic and grassroots feel. Speaking to King we realised his family were very important to him and were a big part of his cooking, learning his skills from his family and passing these down to his children. We decided to get his family involved and shot a heartwarming scene as they enjoy the meal he cooked.

We planned, shot and edited the film and delivered it to END. within two days.


Director: Connor Griffin

DoP: Ben Hale

Editor: Ben Hale

Starring: King Cook Daily

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