TATE’S BAKE SHOP
Soft Baked Launch Treatment
SP STUDIO
Specializing in food, beverage & lifestyle
Creators of stills, stop motion & video content
Offering full service in-house production
WHO WE ARE
SP Studio is an award-winning photography and video studio based in Seattle, specializing in food, beverage, and lifestyle content. Led by photographer and director Scott Pitts, our passionate team thrives in a dynamic, fast-paced environment where we create impactful content across multiple platforms.
With the support of a trusted network of industry partners, we collaborate with forward-thinking brands to produce compelling visuals. From our expansive 6,000 sq. ft. multi-level studio to our thoughtfully curated prop collection and two full-service kitchens, we take pride in crafting extraordinary imagery, surrounded by artistry at every turn.
KEY CREW
SCOTT PITTS
DIRECTOR / PHOTOGRAPHER
XIAONAN WANG
LEAD ART DIRECTOR / PROP MASTER
CALLIE MEYER
FOOD STYLIST
KAYLA DUMO
HEAD OF CREATIVE OPERATIONS
PATRICK KEHOE
DIRECTOR OF PHOTOGRAPHY
ADAM GATDULA
PHOTOGRAPHY & VIDEO SPECIALIST
WHAT WE DO
Our team works closely with direct-to-brand clients and their agencies to craft innovative content across all platforms—eCommerce, advertising, social media, and beyond. And we truly love every step of the process.
Taking an integrated production approach, we assist clients with everything from developing initial style guides to managing their metadata. Our goal is to deliver exactly what they need—high-quality, engaging content. A true soup-to-nuts solution.
We’re experts in designing efficient workflows that scale productions from 1 to 1,000. With the ability to capture both stills and video simultaneously, we ensure a seamless, multi-format approach to visual storytelling.
EXPERTISE
PHOTOGRAPHY
VIDEO
PRODUCTION
CATERING
PROJECT MANAGEMENT
STYLING
FOOD STYLING
SET BUILDING & PROPS
POST PRODUCTION
VIDEO EDITING
COLOR GRADING
Vision
These spots will capture the warmth, comfort, and enjoyment of a Tate’s Bake Shop Soft Baked cookie. Each story will creatively reimagine familiar moments in the kitchen, underscoring the brand's commitment to uncompromised quality. Through mouthwatering visuals and relatable storytelling, we’ll highlight how Tate’s new Soft Baked cookie nourishes the soul—the Bake Shop Way.
As a director known for turning the ordinary into the extraordinary, I’m particularly drawn to capturing the fleeting, sensory moments of baking. My work focuses on evoking emotion through rich, indulgent imagery, and cookies are a natural fit for that approach. With experience shooting almost every food group imaginable, I know how to blend warmth, quality, and storytelling to elevate the viewer’s senses. As the New York Times put it, I create “films that look like a fancy food magazine layout come to vivid life.”
Visual Style
Soft, natural lighting will bathe the kitchen set in a warm, golden glow. The neutral-toned color palette, leaning slightly warmer, will perfectly complement the golden-brown cookies. The camera will highlight the textures of each cookie—gooey chocolate chips, soft edges, and the additional ingredients that bring the recipes to life. Close-up shots will capture cookies breaking apart.
Cinematography
The camera will focus on intimate close-ups of complimentary sweet elements creating an irresistible craving, reinforcing the deliciously indulgent experience of Tate’s cookies. Key moments will emphasize the process—hands crumbling cookies, warm steam rising from a freshly baked skillet, and the joy of indulging in the finished creation. This approach will resonate, creating a strong connection to the product.
Props / Set Design
Our kitchen set feels like the sunlit heart of the home—a space where functionality meets graceful design. White, shaker-style cabinetry and marble countertops create a timeless elegance, while a central island invites culinary creativity. Supplemental props/smalls will be chosen not just for aesthetic appeal but also to tell a story of a lifestyle steeped in effortless charm—a visual narrative that feels like a vignette in a Nancy Meyers movie.
* Props will vary from inspiration. More detail found in production deck.
:15 pre roll (Milk/Dark)
OPEN on a pack of Tate’s Soft Baked Chocolate Chip cookies in a Hampton’s style kitchen. Golden hour light streams in from a window. A hand comes in to grab a cookie out of the bag. We cut to a silky slab of dark chocolate on a cutting board. A knife comes into frame and breaks pieces off the slab. We cut to a plate of Dark Chocolate Chunk cookies on a plate with chocolate chunks slow motion cascading down upon them, each chunk catching the light as they land. We cut to a stack of cookies building one by one in stop-motion on a wooden cutting board. The top cookie is pulled away in one fluid motion. The hand then dips a cookie into a glass of milk. As the cookie lifts, a single drop of milk falls back into the glass, creating a smooth ripple effect. We cut to a full frame macro shot of melted chocolate streaming off a whisk creating silky waves.
We cut to a rack of Tate’s cookies coming out of a small toaster oven. We cut to a hand holding one cookie, positioning it toward the camera and breaking it apart to show the melty chocolate chips. The sequence concludes with a TATE’S SOFT-BAKED COOKIES Chocolate Chunk package and a Chocolate Chip pack displayed together in a kitchen setting. There is a plate with two cookies displayed nicely in front of the bag. A hand comes into frame and takes one cookie out of frame as if they’re about to enjoy it.
List of beauty shots which unfold in a rich, indulgent sequence:
- A cookie stack builds one by one in stop-motion on a wooden cutting board. The top cookie is pulled away in slow, fluid motion.
- A hand dips a cookie into a glass of milk. As the cookie lifts, a single drop of milk falls back into the glass, creating a smooth ripple effect.
- Two hands clink cookies together like a toast.
- Slow-motion chocolate chips cascading onto cookies, each chip catching the light as they land.
- A thick scoop of ice cream is sandwiched between two Tate’s cookies, with a slow-motion drip forming at the edges.
- A perfectly toasted marshmallow is pressed between two cookies, oozing out in a delicious slow-motion reveal.
* Still photography captured as screen shots from footage.
Gooey Hack
The spot opens with a close-up of a Tate’s Soft Baked Cookie, resting on a plate. A hand reaches in, picking up the cookie. We cut to a stylish mini toaster oven door opening, and the cookie is placed inside. The toaster oven timer counts down a few seconds building anticipation as soft, melty chocolate starts to peek through the cookie’s golden surface.
When the toaster oven pings, a hand carefully pulls the warm,cookie showing the camera it’s soft squishy texture. Thick, gooey chocolate bulges from the cookie as the talent delicately squeezes the cookie creating the ultimate crave moment.
* Still photography captured as screen shots from footage.
Romanticizing Life
The spot opens on an outdoor grassy scene, where a warm sun-dappled blanket is elegantly layered with a woven picnic basket, fresh-cut hydrangeas, a bottle of wine, artisanal cheese, and a plate of assorted cookies. The camera moves in one continuous, flowing shot, effortlessly capturing the beauty of romanticizing life’s simple pleasures.
Nestled perfectly inside the basket, a box of Tate’s Soft Baked Cookies peeks out, its signature green packaging complementing the natural hues of the scene. A pair of hands gracefully removes the box, placing it gently among the picnic spread, surrounded by rich textures and warm light.
The camera lingers just long enough on the Tate’s bag, allowing the gentle swaying of dappled sunlight to play across its surface, creating a warm, nostalgic glow.
* Still photography captured as screen shots from footage.
Soft Baked Reveal
The spot opens in black and white, showcasing a beautifully arranged tablescape with a bag of Tate’s Soft Baked Cookies at the center. The setting feels timeless, evoking a sense of anticipation. A soft, ambient hum plays in the background, setting a warm and familiar tone.
A hand enters the frame, reaching into the Tate’s bag. As the fingers grasp a cookie and lift it from the package, a burst of warm, inviting color floods the scene, instantly transforming the moment into a rich, sensory world of indulgence. The cookie is golden brown and the gooey chocolate chips glisten, while the surrounding environment comes to life in vibrant hues. The ambient hum shifts into an upbeat rhythm, reinforcing the energy of the transformation. The signature green Tate’s packaging now stands out, complemented by additional green-accented elements—plates, glassware, and patterned napkins—enhancing the visual harmony. The hand holding the cookie remains in the frame, grounding the moment.
* Still photography captured as screen shots from footage.
Soft-Baked S’mores
The spot opens from a 3/4 camera angle as a plate of Tate’s Soft-Baked Cookies is placed on a warmly lit rustic outdoor table with green grass and a bench seat in soft focus filling the background. The table is already populated with an assortment of s'mores ingredients – chocolate bars, artisan marshmallows, metal skewers with colorful handles and an open bag of Tate’s Soft-Baked Cookies. Complimenting the outdoor scene, long shadows cast by the warm light imply a “golden hour” time of day.
A hand reaches for an artisan marshmallow and starts to place it on the end of a skewer. The scene cuts to a time lapse of a single marshmallow positioned vertically in the frame roasting on the skewer turning a perfect golden brown. The marshmallow is then carefully placed between two Tate’s Soft-Baked Cookies and topped with a square of chocolate.
From talent POV, the camera lingers as the s’more is softly pressed together causing the warm marshmallow and melty chocolate to ooze while the two cookies gently flex. The talent lifts the cookie s’more toward camera, pulling it apart in slow motion, revealing gooey, melted chocolate stretching between the halves.
The end card features a plate of s’mores stacked beside the cookie packaging on the same rustic outdoor table with background foliage in soft focus.
* Still photography captured as screen shots from footage.
**No actual fire or fire pit will be featured in this set.
Conclusion
I want to thank you again for this opportunity. As a director, I take a great deal of pride in my ability to communicate clearly not only with crew, talent and creative, but with clients as well. I’m an extremely prepared leader on set, intent on creating a collaborative, enjoyable and productive experience. This treatment is a framework for an overall big picture approach; one that we can further refine and shape together.
Thank you!