In Service is a masterclass-style video series featuring Australian food and beverage entrepreneurs sharing how they overcame industry challenges to grow their businesses. Developed as a lead-generation program for Square, the series extended the brand’s existing Service Still Matters campaign by pairing expert-led content with a gated access model. To unlock each episode, audiences submit their contact details, turning storytelling into a direct acquisition tool.

The art direction of the series centered on a behind-the-scenes look. By intentionally including production elements like monitors and light stands in the frame, we created a relatable, unpolished setup that feels both authentic and unfiltered. We wanted to reflect the reality of the industry by evoking the moments in between the work—the back offices and after-hours spaces where the actual thinking, planning, and honest conversations happen. This approach allowed us to transition the campaign’s emotional narrative into a functional educational platform that serves as a resource for the hospitality community while fulfilling specific business goals.