Square
A love letter to the service industry.
Restaurants aren’t powered by transactions. They’re sustained by the people who keep them, the daily rituals that give them life, and the memories they create.
One owner told us their staff was a family.
That spirit guided the campaign.
Square asked for an anthem that felt like the industry it served.
Not a campaign about resilience or recovery, but a quiet portrait of work, relationships, and pride behind the counter.
Our aim wasn’t to explain restaurants.
It was to observe them.
We made this film when restaurants were under pressure from every direction. The industry changed daily, but the core remained.
Showing up.
Cooking for others.
Holding space for community.
Square’s role in that ecosystem is practical and invisible by design, so we avoided hero narratives and brand-forward storytelling.
Instead, we focused on lived moments that already carried meaning.
Authenticity over polish
Rather than telling a single story, the film weaves together parallel lives.Different restaurants. Different rhythms. Shared values.
Food becomes a connector, not the subject.
Labor becomes visible without becoming dramatic.
Time passes quietly, like a family meal.
