New Creative Design

Concept spot for an invented brand

YOAKE Ramen, “Welcome home.”

Nobody craves ramen at 2 a.m. for the ingredients. Comfort food is a memory you can eat. Food ads show the noodle pull; this one shows what the bowl gives back.

Concept spot for an invented late-night ramen counter · an anime story spot for a food brand

20 s story spot9:16 verticalSound on, no dialogue

01The value and the idea

A bowl is a memory you can eat.

The brief we set ourselves: a story spot for a food brand that people want to share, built social-first for 9:16, with the look of an anime feature and none of the studio timeline. Nobody craves ramen at 2 a.m. for the ingredients. Comfort food is a memory you can eat. Food ads show the noodle pull; this one shows what the bowl gives back.

The idea is a night shift that ends in a bowl. A nurse slumps into a tiny ramen counter in the rain. She breathes in the steam, and for one breath it carries her home, to a sunlit kitchen where someone is rolling and cutting noodles by hand. Back at the counter she smiles. The card reads YOAKE Ramen. Welcome home. Yoake means dawn, when her shift ends.

Welcome home.

Who buys this. Ramen and noodle bars, restaurant groups and their delivery menus, food D2C brands (broths, premium instant noodles, meal kits), the brand campaigns of food-delivery apps, and hospitality brands that sell comfort.

What it proves. A food brand can own a feeling, not a dish shot. And an anime story spot, the format big food brands have used to win younger audiences, can be made at a small brand’s budget and speed.

The system. “Welcome home” becomes a series. Every dish on the menu opens a different memory: a broth for a grandparent’s kitchen, a spicy bowl for a first apartment, a seasonal special for a winter train home. The same counter and the same rain with a new memory each drop: a campaign that renews with the menu.

The pair. Paired with the two product launches, CANNONBALL and DROP: a stylised 3D drink ride, a graphic animated tech spot and now an anime story spot. Same method: the feeling first, the product as the payoff. See CANNONBALL, the drink launch and DROP, the tech launch. For the same anime look cut to a beat, see NEON TIDE, the music-video snippet.

Idea, direction, grade, sound, end card and edit by New Creative Design. YOAKE Ramen is an invented brand. Made with an AI-assisted production pipeline, finished by hand.

02Frames

The rain, the breath, the way home.

One emotional turn in 20 seconds. The memory arrives on the bowl’s steam and leaves the same way, so the move between places reads as a single breath.

  • A narrow neon alley in the rain at night, with a small warm ramen counter ahead: a tired woman in teal scrubs and a dark coat sits slumped on a stool while the cook works behind the counter.
    01The rain alley, 1.5 s
  • Close on a bowl of tonkotsu ramen: glossy broth, slices of chashu, a jammy egg, nori and spring onion, with steam curling up in amber light.
    02The bowl, 4.5 s
  • The woman holds the bowl in both hands with her eyes closed, breathing in the steam.
    03The breath, 7.0 s
  • A sunlit kitchen with a lace curtain and a kettle on the stove, where floured hands roll dough on a wooden board.
    04The memory, 10.5 s
  • Back at the counter she lifts noodles with chopsticks and smiles a little, steam rising from the bowl, the cook glancing up behind her.
    05The smile, 15.5 s
  • The end card: YOAKE Ramen and the line Welcome home. above the little shop glowing amber in the rainy alley.
    06The card, 18.0 s

  • One breath and you’re home.

03What this could do for your business

Sell the feeling, not the noodle pull.

Built for

  • Ramen and noodle bars, restaurant groups and their delivery menus
  • Food D2C brands and delivery-app brand teams: broths, premium instant noodles, meal kits
  • Marketing teams that want a signature story spot, a bumper and a menu-board loop cut from one master

The business case, in six lines

1The problem it solves
A restaurant or food brand competes on the same noodle-pull shot as everyone else, and needs a reason to be remembered, on a phone, in 20 seconds.
2What was delivered
A 20 second vertical anime story spot, 1080 by 1920 at 30 fps, sound on: the rain alley, the bowl, the breath, the memory, the smile and the brand card.
3What it costs, in shape
Quoted in USD before we start.Industry benchmark, not a promise or a quote: a 30 second animated ad runs from about $1,500 for a basic one to $6,000 and up for broadcast. By style, 2D animation runs about $1,000 to $7,000. Vendor price guides, 2025 to 2026.
4Where it earns
Reels, TikTok and Shorts (story-first and comment-worthy), a 6 second bumper (the bowl, the steam, the card), a looping bowl-and-steam clip for the menu board or the delivery-app tile, in-store screens, and a seasonal series.
5Proof of craft
One emotional turn in 20 seconds, carried without a word of dialogue. The memory arrives and leaves on the bowl’s own steam, without a visible join. The bowl is true to a real tonkotsu: chashu, a jammy egg, nori and spring onion. The character holds her look from the first frame to the last. The type on the card is ours.
6What to measure
Completion rate, shares and saves, comments (“this made me miss home”), and clicks to the menu or order page from the post.There are no results of ours for this study yet.

Three plays

  1. The story spot

    The 20 second spot runs on Reels and TikTok as the brand’s signature: the rain alley, the bowl, the breath, the memory and the card.

    OutcomeRemembered for a feeling, not a dish

  2. The menu series

    Every signature dish gets its own memory, released with the menu: the same counter and the same rain, a new memory each drop.

    OutcomeA campaign that renews itself

  3. The bowl loop

    The bowl-and-steam beat loops on the delivery tile and the menu board, where the craving meets the order.

    OutcomeThe craving where the order happens

Starts withThe Cinematic Product Ad, in an animated look: a 20 second vertical story spot with its brand card and a 6 second bumper from the same master. Quoted in USD before we start.

Plan my character series See the paired spot, CANNONBALL: the drink launch See the paired spot, DROP: the tech launch See the paired anime piece, NEON TIDE: the music-video snippet

YOAKE Ramen is an invented brand, not a restaurant you can visit. This is a concept spot, not a client project.

04Craft and handover

Storyboarded frame by frame, then made.

How it’s made. Storyboarded and art-directed frame by frame, generated with AI video models chosen per shot, then cut, graded and sound-designed by our team.

Format

1080×1920 vertical at 30 fps, sound on, designed in-house: rain, room and kitchen sound, and one warm piano note at the card. No dialogue and no third-party music.

Rules

  • One turn, no dialogue. One emotional turn in 20 seconds, carried by picture and sound alone.
  • The steam carries the memory. The memory arrives and leaves on the bowl’s own steam, without a visible join.
  • The type on the card is ours. The brand card is set by us, not generated.
  • AI disclosure in the post, never on the frame. The platform label is switched on at upload.

You get

  • The spot, 20 s, with your brand card
  • A 6 s bumper cut from the same master
  • A looping bowl-and-steam clip for the menu board or delivery tile
  • Key stills for covers and thumbnails

The caption we post

“Some bowls taste like home. 🍜 YOAKE Ramen, an anime concept spot.” The post carries the AI disclosure in its caption and the platform label.

Plan my character series