Fitbakes founder Ella has a story as irresistible as her cakes. After spending 20 years in the tech industry, she was delighted to settle in the UK where supermarkets dedicate entire aisles to cake. But while the treats were delicious, they were also packed with sugar and calories.
Drawing on her Brazilian roots, where healthier substitutes are the norm, Ella began creating low-sugar, high-protein, lower-calorie versions of her favourite bakes. Her friends and gym buddies loved them immediately, and Fitbakes was born. With over a million cakes sold, Fitbakes plans to launch in 1,000 Tesco stores and turned to Seedrs to raise investment, bringing Lightbox Film Co. onboard to craft a pitch film that would bring Ella’s story, personality and vision to life in a compelling, investor-ready way.
To cut through the noise on Seedrs, we developed a playful, indulgent creative film inspired by the rich, warm visuals of Nigella Lawson – but with a Fitbakes twist. The concept blended luxurious food cinematography, quirky humour and a “Fleabag-style” fourth-wall-breaking delivery. Founder Ella leads the narrative, preparing a cake while revealing the brand’s healthier ingredient choices, early growth, and vision for the future. This flows into an on-brand exercise class, a nod to the brand’s roots and values. Motion graphics were used to highlight key investment details, ensuring the pitch was both entertaining and strategically informative.
The final film delivered a pitch with personality; a polished, investor-ready piece that elevated Fitbakes’ story and strengthened their crowdfunding campaign. By combining a strong creative concept with a smart script and clear messaging, the video helped Fitbakes communicate both their mission and their market potential in a way that was memorable, engaging, persuasive and put its founder and her passion at the forefront.
