KRISPY KREME PANDEMIC VIDEO PROJECT

Safe to say, a pandemic is something you never really plan for… especially when you’ve booked 5 store openings in NYC and are brought on to tell the story of the entire Krispy Kreme Doughnuts New York Market entry.

In March of 2020, I remember sitting in a small room looking around at my team as we were conducting some of the interviews below. We left NYC the next day, everything shut down. We had no idea we would be filming this project during such a historic time in our world, or that those goodbye hugs would be some of the last ones we’d have for months.

Like many in our industry, we faced the challenge of large events & conferences being cancelled overnight with no sign of rescheduling in sight. We had limited to no access to crucial store openings that had been planned for well over a year. Double masking during travel, multiple COVID tests prior to traveling, being quarantined before and after trips, and airport pop up test sites became the new norm. It was hard to capture emotion and heart-felt moments with only eyes showing and distance being kept, and I realized I took for granted the way someone’s face lights up when they smile.

We had to pivot countless times, but it was important to us to still be there when we could to document the lows and the highs of 2020. Seeing New York City looking like a ghost town, and having 2 NYPD officers show up to my hotel room because I lost track and didn’t quarantine for long enough are things I’ll never forget. I feel like we were a part of history, and I’m thankful for the stories we had the opportunity to tell and the connections that were made. I’m so proud of the work my team has done during the most trying year of our careers.