0:00man in front of freezer A vertical video shot begins with a medium close-up of a man overlaid in the bottom left, against a black and white background of an open freezer drawer. The freezer is packed with various frozen food items, including branded meal boxes and ice cream containers, which are brightly lit from within. The man is in color, gesturing expressively as if speaking directly to the viewer. Overlay text at the top reads 'Why can't I ever make up my mind on what to eat!' and at the bottom, 'I'm someone who can't eat'. The background briefly shows a hand reaching into the freezer, moving towards the back of the drawer to select an item. The color contrast between the man and the desaturated background draws immediate attention to his narrative.
0:01hands cutting pizza This black and white, close-up shot focuses on hands cutting a pizza with a pizza cutter on a rustic wooden surface. The pizza itself features visible melted cheese and various toppings, with one slice already separated and lifted, showcasing a tantalizing cheese pull. Two hands are prominent in the frame: one steadies the pizza, while the other expertly operates the cutter. The background is intentionally dark and blurred, ensuring the viewer's attention remains on the food preparation. The man from the previous scene remains overlaid in the bottom left, still speaking, with the text 'One night I'm craving Italian,' appearing beneath him, linking the visual action to his narrative about diverse food cravings.
0:03hand dipping wing A black and white, close-up shot captures a hand holding a crispy chicken wing, meticulously dipping it into a small white cup filled with a light-colored sauce. The focus is sharp on the action, highlighting the texture of the chicken wing and the smooth liquid of the sauce. The background is deliberately dark and out of focus, minimizing distractions and drawing the viewer's eye solely to the food and the dipping action. The man from the previous scenes continues to be overlaid in the bottom left, speaking, with the accompanying text 'the next I want Mexican or Asian.' This scene further illustrates his problem of constantly changing food preferences, adding to the sense of agitation and variety.
0:05woman holding meal This vibrant, full-color medium shot introduces a smiling young woman holding a beautifully presented white plate with a cooked meal. The dish features tender steak, fluffy scrambled eggs, and perfectly cooked broccoli, all elegantly garnished with fresh green onions. The background reveals a warm, inviting kitchen with rich wooden cabinets and a dark countertop, bathed in a mix of natural and indoor lighting. The woman smiles warmly, making direct eye contact with the camera, conveying happiness and satisfaction. The man from the preceding scenes is overlaid in the bottom left, now speaking about the solution, with the text 'That's what I like about Meal Kits from Blue Apron.' The sudden shift to color and a happy demeanor marks a clear transition to the solution.
0:07blue apron app scrolling This scene is a clear screen recording of the Blue Apron mobile application, demonstrating the user experience of browsing meal kit options. The app's interface is clean and modern, prominently featuring the 'Blue Apron' brand at the top. As the user scrolls, various meal options are displayed, each accompanied by a high-quality, mouth-watering image of the prepared dish, a descriptive title (e.g., 'Roasted Chicken & Bacon Sandwiches'), the price per serving, and the estimated preparation time. The man from previous scenes is overlaid in the bottom left, actively speaking and gesturing, with the text 'I can pick different types of meals,' appearing on screen, reinforcing the app's customization and variety. The background behind the man is dark and out of focus, ensuring the app screen remains the primary visual focus.
0:10opening blue apron box An overhead shot provides a clear view of a pair of hands opening a branded cardboard Blue Apron delivery box. Inside the box, several brightly colored recipe cards are visible, showcasing appetizing images of prepared meals and detailed cooking instructions. These cards are nestled amongst insulated packaging materials, indicating the care taken in delivery. The surface beneath the box appears to be a light-colored, possibly granite, countertop, providing a clean and realistic kitchen setting. The man from the previous scenes is overlaid in the bottom left, continuing his narration, with the text 'and all the ingredients show up right at my door.' This scene visually reinforces the convenience and direct-to-door service aspect of Blue Apron.
0:11ingredients on countertop An overhead shot presents a well-organized display of various pre-portioned ingredients from a Blue Apron meal kit, laid out neatly on a speckled grey countertop. The ingredients include clearly labeled plastic bags for 'Meal Kit' (with 'Blue Apron' branding visible), a carton of 'Pasture-Raised Eggs,' and other sealed packages containing fresh vegetables and meats. Each item is packaged efficiently and designed for easy use. The man from the previous scenes is overlaid in the bottom left, speaking, with the text 'Everything comes pre-portioned' highlighting the convenience aspect. The clean presentation emphasizes the simplicity and readiness of the meal kit components.
A close-up shot focuses on a vibrant Blue Apron recipe card, specifically showcasing the 'Hoisin Pork & Jalapeño Bao' meal. The card is professionally designed, featuring a high-quality, mouth-watering image of the prepared dish – fluffy bao buns filled with seasoned pork and accompanied by shishito peppers. Alongside the appetizing photograph, the card provides detailed information, including ingredient lists, cooking instructions, and a special 'Chef's Note,' all presented with clear typography. The card is held at a slight angle, giving a dynamic feel. The man from the previous scenes is overlaid in the bottom left, speaking, with the text 'so it's easy-to-follow recipes,' emphasizing the simplicity of meal preparation with Blue Apron.
0:15recipe card steaks and potatoes This scene initiates with a close-up on another detailed Blue Apron recipe card, this one illustrating 'Steaks & Spanish-Style Potatoes,' complete with a vivid image of the finished dish and textual instructions. The camera then executes a slow, deliberate pull-back or subtle pan, transitioning to reveal the actual prepared meal on a pristine white plate. The plate rests on a circular woven placemat, situated on a rustic wooden outdoor table, bathed in warm, soft natural sunlight. The dish perfectly mirrors the image on the card, showcasing tender steak, roasted potatoes, and peppers drizzled with a creamy sauce and garnished with a fresh lemon wedge. The man from previous scenes is overlaid in the bottom left, speaking, with the text 'so there's no guessing and no extra trips to the store,' reinforcing the ease and convenience of Blue Apron.
0:17cooking vegetables A close-up, slightly overhead shot captures the process of cooking in a sleek kitchen environment. Vibrant green bell peppers and bright orange carrots are actively sautéing in a glistening stainless steel pan, positioned on a dark, modern stovetop. A hand, holding a wooden spoon, stirs the vegetables with a smooth, continuous motion, ensuring even cooking. The background provides glimpses of a well-appointed kitchen, featuring a stylish gold lamp and a simple white oil bottle, hinting at a contemporary setting. The lighting is bright and focused directly on the pan, highlighting the fresh ingredients. The man from the previous scenes is overlaid in the bottom left, speaking, with the text 'The whole process is quick,' reinforcing the efficiency of meal preparation.
0:19pouring sauce on salmon This close-up shot vividly displays a culinary finishing touch. A hand delicately holds a small, white ceramic bowl, pouring a creamy, light brown sauce over two perfectly cooked pieces of salmon. The salmon fillets, nestled in a gleaming stainless steel pan on a dark stovetop, are golden brown on their surface, indicating a perfect sear. The sauce flows smoothly, adding a rich glaze to the fish. The focus is sharp on the action, emphasizing the precise and elegant final step of meal preparation. The man from the previous scenes is overlaid in the bottom left, speaking, with the text 'simple,' further highlighting the ease of the cooking process.
0:20plated salmon meal outdoors A captivating medium shot showcases a beautifully plated salmon dish, artfully arranged in a pristine white bowl. The salmon, glazed with a light sauce and adorned with thinly sliced green onions, rests invitingly on a bed of savory fried rice, interspersed with colorful vegetables. The bowl is positioned on a rustic wooden outdoor table, bathed in the soft, warm glow of natural sunlight, suggesting an idyllic al fresco dining experience. The background features lush, out-of-focus green foliage, enhancing the serene outdoor setting. The man from the previous scenes is overlaid in the bottom left, speaking, with the text 'and helps me eat a lot better at home,' conveying the health and lifestyle benefits of the meal.
0:21breakfast skillet An inviting overhead shot presents a large, contemporary grey frying pan brimming with a vibrant and hearty breakfast skillet meal. Two perfectly cooked sunny-side-up eggs, with runny yolks, are nestled among a rich mixture of seasoned ground meat, tender diced sweet potatoes, bright green peppers, and crispy tortilla strips. A drizzle of a fresh green sauce adds a final touch of color and flavor. The pan is strategically placed on a red and white striped kitchen towel, which rests on a light wooden table, suggesting a cozy and homey breakfast setting. The man from the previous scenes is overlaid in the bottom left, speaking, with the text 'And there's no subscription required,' highlighting a key benefit of the service.
0:22woman eating bao bun A medium shot returns to the young woman from Scene 5, now wearing a cozy, striped sweater in shades of pink, white, and brown. She stands in a well-lit kitchen featuring warm wooden cabinets. She holds a white plate displaying two bao buns and shishito peppers, replicating the dish from the recipe card shown earlier. She picks up one of the bao buns, takes a significant bite, and her facial expression visibly shifts from a pleasant smile to one of genuine enjoyment and satisfaction, clearly savoring the food. The man from previous scenes is overlaid in the bottom left, speaking, with the text 'Best part? I got 50% off my first three meals with free delivery.' This scene combines testimonial, product demonstration, and an offer highlight, emphasizing the positive experience and value.
0:27blue apron end card This scene is a static, digital end card designed with a clean, light blue background. At the top, the 'Blue Apron' logo is prominently displayed in a darker shade of blue. Below the logo, large, bold blue text announces 'Enjoy 50% off your first three orders*'. A clear call to action is presented in a smaller white box with a dark border, containing the text 'USE CODE: DINNER50'. At the very bottom of the screen, in small, legible print, a legal disclaimer reads '*See terms at https://blog.blueapron.com/promo-1'. The overall color palette is on-brand, utilizing shades of blue and white to convey a sense of professionalism and trustworthiness. The card serves as a clear and concise conclusion, urging viewer action.
