DIRECTOR'S
ALEX PAULSEN
FARALLON FILMS
Where Food is Love
TREATMENT
NONNA
Lola. Grams. Nana. Mémere. Momo. Nonna.
For me, my grandma is Tutu.
Growing up, I was blessed to have Tutu’s cooking as part of my childhood. The velvety scrambled eggs, the mouthwatering brownies, the savory beef stew...
As I got older, I learned how she created those unforgettable dishes. I was surprised by their simplicity—no special ingredients, no hidden steps. It took me much longer to see what truly made them special: love.
(and admittedly, some extra butter).
ALEX PAULSEN
DIRECTOR'S TREATMENT
Love is the special sauce, the secret ingredient that makes it all work.
From the hands of Nonnas across the world, love is woven into food, and passed down to the next generation.
And for Mezzetta, love is the guiding principle.
It’s what propelled Mezzetta from a storefront in North Beach to a state-of-the-art facility in Napa Valley.
It’s the devotion to crunchy-crunchy quality in every jar.
It’s the discipline to stay authentic when expanding into a national brand.
In this two minute film, we will communicate Mezzetta’s core principles, historical roots, and modern appeal. It’s a celebration of family, food, and connection, thus it will feel warm, nostalgic, and poetic.
APPROACH
DIRECTOR'S TREATMENT
ALEX PAULSEN
STORY
VO: My Nonna cooked all day, pouring her heart into every dish...
OPEN ON a brightly-lit kitchen, bustling with various family members. NONNA is center-framed, literally in the middle of it all, and enjoying every second of it.
A curious YOUNG JEFF enters and intently watches Nonna. The camera tracks with Jeff's eyeline to connect with him.
DIRECTOR'S TREATMENT
ALEX PAULSEN
ALEX PAULSEN
DIRECTOR'S TREATMENT
VO:
When I asked, ‘Why aren’t you eating?’ she smiled and said, ‘Cooking is how I share my love. My joy is watching you
savor it.’ That lesson shapes everything we do at Mezzetta.”
The commotion dies down as the others leave the kitchen.
We slowly push in towards Jeff as he asks a question.
We push back towards Nonna as she shares some wisdom... and some pasta sauce.
They share an intimate moment; food is love.
DIRECTOR'S TREATMENT
VO: In 1935, Giuseppe and Daniel brought Italy’s olives to San Francisco’s vibrant culinary heart. Ron carried their dream to Wine Country’s artisanal soul, establishing the Mezzetta brand for grocery in glass jars with iconic red lids for people to enjoy.
Archival footage shows the bustling streets of North Beach and Mezzetta's old storefront. We then transition to the beautiful vineyards of Napa Valley and Mezzetta jars on the shelves in grocery stores.
ALEX PAULSEN
VO: But it was my Nonna’s lesson — that food is how we share our love....
That insistence on providing only the best is what drives us today.
Back in the kitchen Jeff eats a garlic-stuffed olive in a close-up shot: his eyes widen, and smiles big.
Cut to Napa Valley where present day Jeff picks an olive off a tree. The camera pans over expansive olive groves as Jeff explores. Next, we cut to the production facility, where vegetables move along the assembly line and are packed in jars.
DIRECTOR'S TREATMENT
ALEX PAULSEN
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VO:
Today, America craves authentic food that’s real, that tells a story. Mezzetta brings the Mediterranean lifestyle to every table, bold and vibrant, connecting you to the joy of sharing love through food.
We cycle through a montage of lifestyle moments: a neighborhood BBQ, two young couples eating lunch on the balcony, and a family picnic. The sun is shining, people are laughing, the food is delicious and it's all fueled by Mezzetta's products.
ALEX PAULSEN
DIRECTOR'S TREATMENT
VO: Everyone has someone like a Nonna in their lives - someone who taught you that when you share food, you share a part of who you are. Cook with heart. Share your soul.
Make it yours. Because at Mezzetta and in your home, Food is Love.
We finish strong with a few more shots of the two most important things: food and family. The music comes to a crescendo as we push in on a product shot -- a jar of Mezzetta Fresno Chili peppers in a beautiful outdoor setting.
ALEX PAULSEN
DIRECTOR'S TREATMENT
To capture Mezzetta’s journey through time, several elements will be used to enhance the story.
ELEMENTS
Key
4X3
16X9
Varied Aspect Ratios
This piece starts in the past and ends in the present. To make these time periods distinct we will leverage a 4x3 aspect ratio for Nonna & Jeff's scene. The rest of the piece will be in a 16x9 aspect ratio.
A 4x3 frame will evoke a nostalgic feeling whereas 16x9 is the modern standard.
ALEX PAULSEN
DIRECTOR'S TREATMENT
Archival Images
As this pieces dives into the past, we want the journey to continue in a graphically dynamic way. (We can do better than slapping images on the screen!)
We'll utilize source archival images laid out in a magazine-like style to convey Mezzetta's evolution as a brand. And don't worry, we'll make it feel warm, inviting, and friendly, ensuring it aligns with Mezzetta's voice.
The key here are the handwritten marks and pieces of tape which make this graphical treatment feel intimate.
ALEX PAULSEN
DIRECTOR'S TREATMENT
Dynamic... Pacing!
This story calls for a dynamic pace. There are slower intimate moments (Nonna's Lesson) and there are more energetic scenes (Mezzetta's expansion & the processing facility). Our editing pace will capture this juxtaposition by holding long on some shots and cutting quickly through other moments.
A dynamic rhythm will also provide opportunity for sound effects to push the story along. Additionally, when the music builds we can mirror that with a fast-cut sequence to propel the film forward.
ALEX PAULSEN
DIRECTOR'S TREATMENT
Abstract Product
As the linear story of Mezzetta unfolds, we'll need to add some mystery to the pot, adding depth and complexity to the film. The solution: abstract shots of jalapenos, pickled onions, and pepperoncinis floating in their respective jars. This will unlock a pallete of intruiging colors: vibrant reds, deep greens, and shimmering yellows. Not only color, but motion: we'll capture brine swirling around these vegetables in high definition.
These shots will be employed at transition points throughout the story. At each transition they will get less and less abstract, so by the end, the viewer will understand they are the Mezzetta products. As these mysterious moments unravel, we pull the viewer in deeper -- in turn, these abstract product shots take on a narrative of their own.
This is the secret ingredient.
ALEX PAULSEN
DIRECTOR'S TREATMENT
Food is love
To reflect this film's warm, nostalgic, and joyful tone, the cinematography will be graceful, discreet, and intentional. Imagine the gentle hand of a relative guiding you through a hall of Mezzetta's memories. They suggest where to look, not force. They ease you into the next scene, not jolt.
CINEMATOGRAPHY
For a moment, you forget their presence completely. But they are strategically shaping your experience and -- through subtle movements -- are making the most important moments, the most impactful.
ALEX PAULSEN
DIRECTOR'S TREATMENT
GRACEFUL
MOVEMENT
In the select moments where we do employ camera movement, it will be elegant and intentional: slow tilts, subtle dolly push-ins, and steady pans.
ALEX PAULSEN
DIRECTOR'S TREATMENT
LOCKED-OFF
COMPOSITIONS
Many static, locked-off shots will be utilized to tell this poetic narrative. The key with these compositions is to build a complex frame that draws the viewer in. There are various way to execute this: creating layered action, using motion to reveal subjects, and placing leading lines to guide the eye.
ALEX PAULSEN
DIRECTOR'S TREATMENT
RICH LIGHTING
The Mezzetta story of family and food calls for an atmosphere of warm and rich light. This yellow/orange hued light evokes feeling of joy and comfort.
ALEX PAULSEN
DIRECTOR'S TREATMENT
Sound and music will play a huge role in this piece. I love your direction for using a dynamic, mediterranean sounding track that includes a flute and guitar. We'll find a track that builds energy, pulls back, and then builds again, to match the spirit of the story.
For sound design, we'll create those classic moments that surround an enthusiastic family meal: glasses clinking, rich laughter, cutlery clanking, and most importantly, the crunchy-crunchy goodness of Mezzetta's products.
SOUND
MUSIC
and
ALEX PAULSEN
DIRECTOR'S TREATMENT
CHARACTERS
Nonna
Nonna is classic. She's loving, joyful, and wise. And you'll never leave her presence feeling hungry. Nonna's love for food somehow spills into every conversation.
Her personality lights up the room. Nonna's greatest joy is serving the food she loves to cook.
Nonna is never stressed nor hurried. She's seen enough to know things will end up alright.
ALEX PAULSEN
DIRECTOR'S TREATMENT
Scene Inspiration
Nonna cherishes cooking for her grandson. She recognizes his natural curiosity for food and gently nurtures it.
Her grandson is growing up fast, so Nonna never takes these moments for granted.
She never misses an opportunity to spoil him and is sure to pass along some wisdom with whatever delicious creation she's serving that day.
ALEX PAULSEN
DIRECTOR'S TREATMENT
Scene Inspiration
Young Jeff
Jeff is a bright young boy who is never afraid to ask a question. To him, the world is a place to be explored, and he feels confident to do so.
Jeff's disposition is reflective of his upbringing; loving, expressive, and trusting.
Jeff has had an ideal childhood and is starting to notice the value of hardwork.
ALEX PAULSEN
DIRECTOR'S TREATMENT
Scene Inspiration
Jeff loves when his big family gets together for Sunday meals. So many people around the house and so much going on!
Jeff recognizes that his Nonna is the master architect of these get togethers. He's curious:
How does she do it?
But more importantly: Why does she do it?
ALEX PAULSEN
DIRECTOR'S TREATMENT
CHARACTERS:
Rooftop dinner
Our two couples will be in the late 20s to early 30s.
They will be casually dressed and effortlessly cool.
The couples are old friends and have found some time to catch up in their busy lives. Thus, the energy is relaxed and conversation flows easily.
ALEX PAULSEN
DIRECTOR'S TREATMENT
CHARACTERS:
Neighbor BBQ
Our neighborhood BBQ will represent a range of ages, ethnicities, and relationships. While there is variety, it is by no means random. You'll be able to discern a family of four, an older couple, a younger couple, and a few extra friends. Not just a range of people, but a range of energy: some sit and relax while the kids scurry about.
ALEX PAULSEN
DIRECTOR'S TREATMENT
CHARACTERS:
Family Picnic
Our family of four will consist of a young-looking mom and dad, with a pair of twin daughters. The daughters tend to keep each other busy which in turn entertains their parents.
ALEX PAULSEN
DIRECTOR'S TREATMENT
In the end,
It turns out to be rather simple. The greatest joy in life is coming together with your loved ones, over a table of delicious food.
It turns out that there is something to bold expansion paired with uncompromising quality.
It turns out when love is the driving force behind everything you do, good things tend to happen.
And finally, it turns out that Nonna was right...as she always is.
Let's share, laugh, and crunch together.
ALEX PAULSEN
DIRECTOR'S TREATMENT
Where Food is Love
Thank you.
