0:00problem setup freezer shot 1 The scene opens with a dynamic split-screen composition. The primary visual, occupying the majority of the frame, is a grayscale, slightly high-angle shot looking down into a deep freezer drawer filled with various frozen food packages like 'Power Bowls' and 'Bar S'. A hand is reaching into the drawer, implying a search for food. The lighting is diffused and even, giving a somewhat stark, muted atmosphere due to the grayscale filter. In the bottom-left corner, a smaller inset features a middle-aged man as a talking head, animatedly speaking. Overlaid text at the top reads 'Restaurants don't want you to know this', while text at the bottom states 'I'm someone who can't eat'. The camera is static on both elements.
0:01problem setup freezer shot 2 Continuing the split-screen, the main grayscale shot remains focused on the freezer drawer. The hand, visible in the previous scene, now successfully retrieves a rectangular frozen food box. The background is still a mix of other frozen food packages, maintaining the cluttered and convenience-oriented feel. The lighting remains even but muted by the grayscale effect. The talking head of the middle-aged man is still visible in the bottom-left corner, speaking with continued animation. The bottom text overlay has updated to 'the same thing every day.', emphasizing the problem of meal monotony.
0:02problem setup pizza The main visual now shifts to a grayscale, close-up shot of two hands pulling apart a thick-crust pizza, with strands of melted cheese stretching dramatically between the slices. The background is dark and out of focus, highlighting the food. The lighting, though grayscale, suggests a soft, inviting glow on the pizza. The middle-aged man's talking head is still present in the bottom-left. The bottom text overlay now reads 'One night I'm craving Italian,', reinforcing the theme of varied cravings. The camera remains static.
0:03problem setup chicken wing The scene continues with the split-screen format. The main, grayscale visual shows a tight close-up of a person's hand dipping a crispy chicken wing into a small white cup of creamy sauce. The background is dark and blurred, keeping the focus on the action. The grayscale filter maintains the problem-setting mood. The middle-aged man's talking head is still in the bottom-left, maintaining his conversational demeanor. The text overlay shifts to 'the next I want Mexican', building on the narrative of diverse food desires. The camera is static.
0:05problem setup food plate In this split-screen scene, the main visual presents a medium shot of a person's hands holding a plate filled with various cooked ingredients, including what appears to be noodles and other savory components. The shot is still in grayscale, contributing to the initial problem framing. The background is dimly lit and out of focus. The middle-aged man's talking head remains in the bottom-left, continuing his narration. The bottom text overlay concludes this segment with 'or Asian.', completing the list of diverse culinary preferences that highlight the 'problem' of daily food choice. Both camera angles are static.
0:06solution reveal woman with food 1 The visual mood dramatically shifts as the main screen transitions to full color. A young woman is prominently featured, holding a white plate of a freshly cooked meal, which includes a serving of steak, mashed potatoes, and broccoli. She is positioned slightly to the right, smiling warmly and directly at the camera. The background shows a warm, inviting kitchen with wooden cabinets. The lighting is bright and natural, creating a positive and appealing atmosphere. The middle-aged man's talking head is still present in the bottom-left, still narrating. The bottom text overlay reads 'That's what I like about', initiating the solution reveal. Both camera angles are static.
0:07solution reveal woman with food 2 This scene is a direct continuation of the previous one, maintaining the split-screen format and full-color visuals. The young woman continues to smile at the camera while holding the plate of cooked food (steak, mashed potatoes, and broccoli) in the warm kitchen setting. The lighting remains bright and inviting. The middle-aged man's talking head is still narrating in the bottom-left. The bottom text overlay completes the phrase with 'Meal Kits from Blue Apron.', explicitly naming the product and solidifying the solution reveal. Both camera angles are static.
0:08product demo app scroll 1 The main screen displays a screen recording of the Blue Apron mobile application, showcasing a list of various meal kits with images, prices, and cooking times. The interface is clean and bright with the 'Blue Apron' logo visible at the top. The screen slowly scrolls upwards, revealing more meal options. The middle-aged man's talking head is still in the bottom-left corner, narrating the benefits. The text overlay at the bottom states 'I can pick', indicating customizability. The lighting is bright and even, typical of a digital display. The man's camera is static, while the app screen shows a slow scroll.
0:09product demo app scroll 2 Still in the split-screen format, the main visual is a continuation of the Blue Apron app screen recording. The app scrolls further up, presenting additional meal kit options, including 'Seared Chicken Thighs & Peach Panzanella' and 'Asian Chicken & Rice Soup'. The interface details like prices and prep times are clearly visible. The middle-aged man's talking head remains in the bottom-left, continuing his enthusiastic narration. The bottom text overlay says 'different types of meals,', reinforcing the variety offered by Blue Apron. The camera for the man is static, but the app screen continues its slow, upward scroll.
0:10product demo app scroll 3 The split-screen configuration persists, with the Blue Apron app screen recording as the main visual. The scrolling motion continues to reveal more diverse meal choices, such as 'Seared Pork Chops & Peach Pan Sauce' and 'Beef over Curry-Spiced Rice'. The app's clean design and appealing food photography are highlighted. The middle-aged man's talking head is in the bottom-left, maintaining his narrative. The bottom text overlay now reads 'and all the ingredients', transitioning to discuss the convenience aspect of the service. The man's camera is static, while the app screen continues its steady scroll.
0:11unboxing delivery box The main screen shows an overhead, eye-level shot of hands opening a branded cardboard delivery box, presumably from Blue Apron, on a light brown tiled floor. Inside, several recipe cards and a foil-lined insulation package are visible, suggesting fresh ingredients. The lighting is bright and even, highlighting the contents of the box. The middle-aged man's talking head is in the bottom-left, continuing his commentary. The bottom text overlay states 'show up right at my door.', emphasizing the home delivery aspect. The camera is static on both elements.
0:12unboxing ingredients The main visual now presents an overhead, close-up shot of neatly packaged Blue Apron meal kit ingredients laid out on a kitchen countertop. Items include a 'Blue Apron Meal Kit' bag, a package of 'Pasture-Raised Eggs', and other pre-portioned components. The arrangement is clean and organized. The lighting is bright and consistent, illuminating the fresh appearance of the ingredients. The middle-aged man's talking head is in the bottom-left, detailing the product features. The bottom text overlay reads 'Everything comes pre-portioned', highlighting a key benefit. Both camera angles are static.
0:13recipe card bao buns The main screen features a close-up, slightly angled shot of a Blue Apron recipe card for 'Hoisin Pork & Jalapeño Bao Buns'. The card displays a vibrant, mouth-watering photograph of the finished dish, along with ingredients, cooking steps, and preparation time. Packaged meal kit ingredients are visible, blurred, in the background. The lighting is bright and clear, emphasizing the details on the recipe card. The middle-aged man's talking head is still present in the bottom-left, continuing his explanation. The bottom text overlay states 'so it's easy-to-follow recipes,', promoting the simplicity of the cooking process. The camera is static.
0:15recipe card steaks In a split-screen view, the main screen presents another Blue Apron recipe card, this one for 'Steaks & Spanish-Style Potatoes'. The card, resting on a textured wooden outdoor table, displays an enticing photograph of the cooked meal and detailed instructions. The outdoor setting suggests a fresh, natural context for the food. The lighting is bright and sunny, indicative of outdoor daytime. The middle-aged man's talking head remains in the bottom-left, delivering his narration. The bottom text overlay reads 'so there's no guessing', emphasizing the foolproof nature of the meal kits. The camera is static on both elements.
0:16cooked meal steaks The main visual shifts to a close-up, high-angle shot of a beautifully plated meal, likely the 'Steaks & Spanish-Style Potatoes' from the previous recipe card. The food is arranged on a white circular plate, resting on a woven placemat, on the same wooden outdoor table. A lemon wedge garnishes the dish, and a creamy sauce is drizzled over the steak and potatoes. The lighting is bright and natural, enhancing the food's appeal. The middle-aged man's talking head is in the bottom-left, continuing his narration. The bottom text overlay states 'and no extra trips to the store.', highlighting another key convenience benefit. Both camera angles are static.
0:17cooking prep vegetables The main screen shows a close-up, slightly high-angle shot of hands stirring chopped carrots and green bell peppers in a gleaming stainless steel pan on a black stovetop. The vegetables are vibrant in color. The background reveals a cozy kitchen setting with warm lighting from overhead fixtures, casting subtle reflections on the pan. The middle-aged man's talking head is in the bottom-left, continuing his narration. The bottom text overlay reads 'The whole process is quick,', emphasizing the efficiency of the meal kits. The camera is static on both elements.
0:18cooking prep salmon In the split-screen, the main visual is a close-up shot of hands pouring a light-colored sauce from a small white bowl over two salmon fillets cooking in the same stainless steel pan. The salmon has a slightly crisped exterior. The kitchen background is still visible, with warm, inviting lighting. The middle-aged man's talking head is in the bottom-left, continuing his narrative. The bottom text overlay reads 'simple,', further highlighting the ease of preparation. Both camera angles are static.
0:20cooked meal salmon The main visual now showcases a beautifully plated dish of cooked salmon on a bed of rice and mixed vegetables, garnished with fresh green onions. The meal is presented on a white plate, set outdoors with a blurred, lush green garden or backyard as the background, bathed in bright, natural sunlight. The atmosphere is fresh and wholesome. The middle-aged man's talking head is in the bottom-left, continuing his narration. The bottom text overlay reads 'and helps me eat a lot', emphasizing the health and quality benefits. The camera is static on both elements.
0:21cooked meal hash 1 The main screen features an overhead shot of a large grey pan filled with a colorful hash-like breakfast or brunch dish. Ingredients include cubed sweet potatoes, ground meat, and two sunny-side-up eggs, all drizzled with a green sauce and topped with crispy tortilla-like strips. The pan rests on a white and red striped kitchen towel on a light wooden table. The lighting is bright and even, highlighting the fresh ingredients. The middle-aged man's talking head is in the bottom-left. The bottom text overlay reads 'better at home. And there's', continuing his narrative and leading into the next point. Both camera angles are static.
0:22cooked meal hash 2 no subscription This scene continues the split-screen view with the overhead shot of the colorful hash meal in the pan on the wooden table. The ingredients (sweet potatoes, eggs, meat, green sauce) are clearly visible, appealing and well-lit. The middle-aged man's talking head remains in the bottom-left, delivering his concluding points. The bottom text overlay now states 'no subscription required.', highlighting a flexible benefit for potential customers. The overall lighting remains bright and natural. The camera is static on both elements.
0:23customer eating bao buns 1 The main screen returns to the young woman, now in a warm kitchen setting with wooden cabinets. She is holding up a fluffy bao bun in her right hand, while her left hand holds a white plate containing two more bao buns filled with ground meat and topped with sliced cucumbers and shishito peppers. She looks towards the camera with a friendly smile, presenting the food. The lighting is warm and inviting. The middle-aged man's talking head is in the bottom-left, asking 'Best part?'. Both camera angles are static.
0:24customer eating bao buns 2 The split-screen continues with the young woman on the main screen, now taking a bite from the bao bun she is holding. Her eyes are focused on the food, and she shows an expression of enjoyment and satisfaction. The plate with the other bao buns and peppers is still in her left hand. The warm kitchen setting and inviting lighting persist. The middle-aged man's talking head is in the bottom-left, continuing his narration. The bottom text overlay advertises 'I got 50% off my first three meals', highlighting a specific offer. Both camera angles are static.
0:26customer eating bao buns 3 In this final split-screen shot, the young woman continues to savor her bao bun, looking contented. The plate with the remaining food is still in her hand, showcasing the appealing meal. The warm kitchen environment with wooden cabinets remains. The middle-aged man's talking head is in the bottom-left, concluding his statement. The bottom text overlay finishes the offer with 'with free delivery.', adding another attractive incentive. The mood is positive and satisfied. Both camera angles are static.
The video concludes with a full-screen, static graphic on a pale lavender-blue background. The 'Blue Apron' logo is prominently displayed in the top center in a deep blue sans-serif font. Below it, the main offer 'Enjoy 50% off your first three orders*' is presented in a larger, elegant blue font. A rectangular button-like graphic contains the 'USE CODE: DINNER50' in a white sans-serif font on a light grey background. A smaller disclaimer '*See terms at https://blog.blueapron.com/promo-1' is located at the very bottom. The color palette is clean, branded, and calming.
