The Bakery

[01] The Business

Sourdough, a rye, and one loaf that goes out to cafés across three valleys. Up at four. Sold out by two.

[02] The Feed

Bread on wood. Flour suspended in a shaft of light. Genuinely beautiful, and identical to every bakery on earth.

[03] The Problem

Bread has no story, and every baker tells the same one anyway — slow fermentation, real ingredients, time and patience. A product with no narrative doesn’t need a better claim. It needs a character.

[05] The Work

The bakery becomes an account with a personality, not a catalogue.

• This week’s loaves, ranked by how badly they behaved in the oven. Delivered with a completely straight face. Runs every week, forever.
• “Things people have said to me about sourdough this week.” He reads them out. His face does the work.
• Four in the morning. No commentary. What the room sounds like. On screen: You are asleep.
• “How to tell if your bakery is lying to you.” Three checks. Useful, slightly rude, extremely shareable.

[06] Why It Works

A product cannot carry narrative, but the maker can. And a recurring weekly format gives a viewer a reason to come back — which no photograph of a loaf has ever done. The account stops being an advert and starts being a programme.

[07] What We Measure

A code word said aloud in one film per week, redeemable at the counter. Crude, free, and the only honest attribution a small shop has ever had.