Breadwinner Fellowship
The
Sandwich is Silicon Valley’s defacto commercial studio. Since 2009, we’ve made over 800 videos for nearly 400 clients, and launched countless brands that exploded into giants and are now ubiquitous, such as Slack, Uber, Robinhood, Airbnb, TikTok, and a whole list of companies you can find here.
We also have an investment arm.
I thought it was a neat business model: cash + equity for a video. Before, it was an offer only made for a few special clients, but we wanted to change that. So, we opened it up through a competitive fellowship where startups could apply to be an equity client. It was our way of giving access to our premium production services to startups who may not be able to afford us (yet), but have a cool product we had to invest in.
It was HBO’s Project Greenlight meets Silicon Valley’s Y Combinator.
It needed some marketing too. So we created a plan that required creating assets, harnessing our channels, tapping journalists, and utilizing our network.
Here’s what was ideated, designed, and managed:
TechCrunch article
Sandwich’s organic social media
Original TikTok content
Motion animation package
Paid LinkedIn Ads
Stellar and concise copy
An onbrand logo and color scheme
Content calendar plan
And we, of course, made a video.
A baller video.
Starring yours truly and also Adam (our founder), we wanted to give founders and the startup community at large the rundown of why they should apply to get a launch video.
The visual identity.
We worked on finding a perfect balance of something that was energetic and on-brand. So we took our signature rainbow color wheel and embedded it for Breadwinner.
We’re the good ones.
It’s true. Sandwich is a credible brand, and we wanted to showcase all of the clients we’ve worked with in the past — who are now giants.
How did we do?
The video generated buzz. Sandwich got a bunch of startups. The founders who applied were operating in a wide range of product spaces. Not only did an array of companies apply , but they were quality startups we were willing to invest in. We chose 3 winners across food, education, and AI who are now clients we love.
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First Breadwinner Client
Gamma is an AI presentation deck tool that helps people present information beautifully. With this video shot on iPhones and starring the Sandwich team, they raised their $12M Series A from Accel.
Second Breadwinner Client
Antimatter is a community-drive education app where students can learn through memes. Yes, you heard that right. Memes are like puzzles and they’re a surprisingly powerful method for learning.
