The Picnic Journey

How do you strike a balance between chronology and emotion? We had to translate Picnic’s innovative DNA into a cinematic story without resorting to corporate video clichés. The documentary had to capture the company’s expansion from Amersfoort to Germany and France while authentically conveying its culture and values. Above all, it had to serve as both an internal celebration and an external recruitment tool.

Picnic operates like a Formula 1 team: specialists who are obsessed with small improvements that have a huge impact. That insight shaped our storytelling approach. It had to focus on the people and the small details behind big decisions.

Instead of a linear timeline, we created a dynamic narrative and an edit in which different perspectives build on one another. Archival footage, playful text animations, and stylized transitions bring the growth story to life, focusing on the people behind the brand—from visionary founders to delivery drivers in electric carts. Using cinematic storytelling that prioritizes people over corporate achievements, we created content that honors Picnic’s pioneering past and looks ahead to what’s to come.

The documentary celebrated these milestones while also looking ahead. It premiered during Picnic’s kick-off event in January, where teams gathered to reflect on their journey and their ambitions for the future. The documentary is still being used for recruitment through Picnic’s digital channels.