Puremade Stories
Client
Torani
Role
Art Director
Audio Editor
Project
The Puremade Stories series celebrates Torani’s mission-aligned partners who are making a difference in the café industry. This video spotlights Veronica Grimm, a proud transgender woman and founder of Glitter Cat Barista, as she reimagines the coffee industry to empower marginalized hospitality professionals through competition and community.
Creative Approach
Collaborating closely with Veronica and our copywriter, we developed a story arc that wove her personal journey of self-discovery with her mission to uplift others in the coffee world, effectively telling one’s inspiring life story in under 4 minutes.
From early concepts through production, I provided art direction, working alongside our team, Veronica, and our production studio to bring her story to life. As Torani’s first animated video of this kind, the project established new brand illustration guidelines that set the tone for future animated content.
To ensure high-quality audio and true authenticity, I organized a mobile recording kit, guided Veronica through the voiceover process, and edited the final audio to create a seamless, engaging narrative.
Recognition
Anthem Awards — 2023 Bronze Winner
Diversity, Equity & Inclusion /
Partnership or Collaboration /
Community Engagement Categories (For Profit)
Client Testimonial
Team
Agency: Ready State
Creative Director: Jodi Wing
Art Director: David Wong
Producer: Kelly Fooy
Animation: Made By Things
Story & Voiceover: Veronica Grimm
Script: Clay Klusas