FAMI GOODS - Adobo Masala - Commercial

Opportunity

FAMI Goods was introducing Adobo Masala, a new fusion seasoning that blends Latin and South Asian flavor traditions. As an unknown product entering a category dominated by long-established staples like Lawry’s, Goya, and McCormick, it needed a launch that could position it as both fresh and familiar—worthy of a spot on every home cook’s spice rack.

Goal

Create a short brand film that establishes Adobo Masala as a future classic while honoring the legacy of iconic cultural seasonings. The commercial needed to convey confidence, nostalgia, and belonging—bridging cultural pride with mainstream accessibility through storytelling and tone.

Solution

Concept & Copywriting: Wrote a cinematic script inspired by nostalgic 1990s commercial tropes, blending humor, rhythm, and poetic cadence. The copy introduced Adobo Masala as “the new number one,” a natural successor to the greats.

Voice & Tone: Crafted a commanding, character-driven voiceover that channels the authority of a legacy brand while carrying the warmth and rhythm of multicultural identity.

Visual Positioning: Framed the spice within a rack of iconic seasoning brands, symbolically “taking a seat next to the greats” and inviting audiences to reimagine what a classic blend can be.

Cultural Impact: Positioned FAMI Goods as a creative brand rooted in community and cultural legacy - elevating the product beyond a food item into a statement of identity and heritage.