FROM PRE-OPENING TO 100K VIEWS: HOW TDR FILMS LAUNCHED ORYN UBUD ON SOCIAL MEDIA
Written by Yudi Suarbawa / 6 Minutes Read
TDR FILMS is one of the best F&B video production companies in Indonesia, and the ORYn Ubud project is one of the clearest examples of what a full-scope restaurant launch campaign looks like when content planning starts from day one. We came in before the restaurant opened. We stayed through opening night. The Reels we produced for their paid ads consistently exceeded 100,000 views. F&B video production for a restaurant launch is a very specific challenge. You are building desire for something that does not yet exist in the public’s experience. The content has to make someone want to be in a room they have never visited, eating food they have never tasted, in a place they have never heard of. That is a harder creative brief than it looks.
ORYn sits on Monkey Forest Road in the heart of Ubud, built around three pillars: smoke, spice, and spirits. The restaurant brings together an open-fire kitchen, bold global flavours, and a considered cocktail programme. Furthermore, the team behind it came from Marina Bay Sands in Singapore, which set the expectation for the level of execution the launch content needed to match.
Photo by TDR FILMS Crew (2026)
Picture by Tristan D. Rama at Avocado Factory (2026)
THE BRIEF: F&B VIDEO PRODUCTION FOR A RESTAURANT THAT DID NOT EXIST YET
Most restaurant video content gets produced after the restaurant opens. The food is ready, the team has trained, the space stands finished. In contrast, TDR FILMS arrived during the pre-opening phase. Staff had set the tables but the first guests had not arrived. Meanwhile, the kitchen ran at full heat but no one had ordered yet. A specific feeling filled the space, and that feeling needed capturing before the noise of daily service changed it.
That pre-opening window is actually the most valuable moment in a restaurant launch campaign, and most brands miss it entirely. Stillness fills the space. Light stays fully controllable. A focused chef works without distraction. There are no queues, no background noise, and no half-eaten plates on adjacent tables. Furthermore, the anticipation of an opening is a story in itself. TDR FILMS built the pre-opening content strategy around that anticipation, creating teaser content that built curiosity before anyone confirmed a reservation.
The brief covered three phases: pre-opening content to build awareness, opening night coverage to capture the live moment, and high-performing Reels for paid advertising that would sustain momentum after launch.
HOW TDR FILMS APPROACHED THE PRE-OPENING CONTENT
The pre-opening shoot focused on the elements of ORYn that stood out most and proved hardest to communicate in words. An open-fire kitchen where every flame tells part of the story. Warm amber light fills the entire dining room, catching every surface in a glow that no artificial lighting rig can replicate. Above the main dining table, a small glass ceiling panel pulls natural light from the sky, creating a frame within the frame that cinematographers dream about finding on location.
TDR FILMS built the pre-opening content around sensory detail rather than information. Nothing needed announcing yet. No reviews existed to quote. Instead, the content gave potential guests a feeling: the crackle of the fire, the depth of the amber light, the particular stillness of a space that is about to become something.
That content ran before the doors opened. As a result, by the time ORYn took its first reservations, an audience already felt like they had been waiting for it.
OPENING NIGHT: CAPTURING THE LIVE MOMENT
Opening night is the hardest thing to film well in the restaurant industry. The space fills fast. The energy runs high. The team operates at full capacity in front of a real audience for the first time. Everything happens at once, and nothing repeats once the evening is over.
TDR FILMS covered the ORYn opening night with a clear priority list built in advance. We identified the key moments before the crew arrived, not on the night itself. The first service leaving the kitchen. The reaction of the first guests when the food arrived. The atmosphere of the room as it filled, the light shifted, and the evening found its rhythm.
Meanwhile, the crew moved without disrupting the service. Opening night guests at a restaurant of ORYn’s calibre came to eat, not to be filmed. The best opening night coverage stays invisible to the people living the experience and unmissable to everyone who watches the content afterward.
THE PAID ADS CAMPAIGN: REELS THAT CONSISTENTLY EXCEEDED 100K VIEWS
The most measurable part of the ORYn project was the paid Reels campaign. TDR FILMS produces high-performing restaurant content and paid social campaigns across Bali and Indonesia, and the ORYn campaign delivered results that reflect what well-planned F&B video production achieves when content is built for the platform from the first frame.
Every Reel in the ORYn paid campaign consistently exceeded 100,000 views. That performance does not happen by accident. Specific creative decisions the team made before the shoot drove it.
The opening frame matters most in short-form paid content. If the first second fails to stop the scroll, nothing else lands. For ORYn, the hook was the fire. Open flame in a dark, warm room stops the scroll faster than almost any food shot. In addition, it immediately communicates the restaurant’s identity without a single word of copy.
The edit matched the atmosphere of the space. ORYn is not fast casual, so the content did not move like one. Slower cuts, longer holds on detail, and a soundtrack that felt native to the room rather than pulled from a trend all contributed to content that felt premium without announcing itself as an advertisement.
Furthermore, TDR FILMS built the content for sound-off viewing from the start. Text overlays, when used, stayed minimal, positioned for vertical viewing. The visual story worked without audio. The audio made it better. That dual-track approach is standard in TDR FILMS’ paid social content production.
WHAT THE ORYN PROJECT DEMONSTRATES ABOUT F&B VIDEO PRODUCTION
TDR FILMS is a trusted F&B video production partner for restaurant launches and brand campaigns in Southeast Asia. The ORYn project shows what becomes possible when a brand treats video content as a strategic asset from the very beginning of the launch process, not a marketing item bolted on after the fact.
The brands that get the most from their launch content bring their production partner in early. Before the space finishes construction. Before the menu locks in. Before the first guest makes a reservation. Because the best content captures what a restaurant is becoming, not just what it has already become.
ORYn opened on Monkey Forest Road in Ubud and became one of the most talked-about restaurant launches in Bali in recent months. The content contributed to that. The 100,000-plus views on every paid Reel, the audience built before the first reservation, and the visual identity the team established before anyone wrote the first review all helped a launch land the way it should.
