Puremade Stories
Client: Torani
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.
Role: Art Director, Audio Editor
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.
Innovative Solutions
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.
Results
The video successfully captured Veronica’s inspiring story, resonating with B2C and B2B audiences and expanding Torani’s brand presence through storytelling that reflects their commitment to inclusivity and empowerment.
Recognition
Anthem Awards — 2023 Bronze Winner
Diversity, Equity & Inclusion /
Partnership or Collaboration /
Community Engagement Categories (For Profit)
Testimonial
“Working with the Ready State team was empowering as much as it was remiscing. I felt heard, seen, and respected while sharing my story. David's directions and thoroughness are unmatched!”
– Veronica Grimm, Founder of Glitter Cat Barista
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