Lexington, KY
Semrush commissioned a customer-story film about Pastreez, the family bakery founded by Yami and Anthony Rosemond. The published case study follows the founders’ path from an ambitious idea to a business that had sold more than one million macarons, while showing how search strategy helped a specialized product find customers well beyond the bakery’s local market.
The film keeps that growth story personal. Founder interviews and working-kitchen scenes put the people, craft and day-to-day discipline behind the results on screen, giving Semrush a human case study rather than a conventional product testimonial.
RAPT produced the two-day California shoot in December 2023 at Pastreez’s family-home commercial kitchen in Phelan. Callaway Stivers directed and Gates Sweeney served as Director of Photography, with John Buckman on B-camera, Taylor Salan as gaffer and Andrew Parke supporting utility and G&E. Semrush creative direction was led by Andy Kabel, with Attila Nyeki and Adam LeClair supporting the client team.
The compact location called for a small, deliberate crew and a visual approach that could move between founder interviews, hands-on food preparation and the intimate rhythms of a working family business without overwhelming the space.
