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introduction
Forno Piombo was one of those projects that started with pure potential. Tony approached me not to grow his business directly, but to build his personal brand. He was an incredible chef with a passion for handcrafted brick ovens—each one selling for over $20,000. Together, we set out to make him the face of brick-oven cooking online. This wasn’t about selling ovens right away; it was about creating influence, trust, and authority that would open every door later.
the challenge
Tony had world-class craftsmanship and culinary talent but no digital audience to share it with. His early videos showed promise, but they lacked the storytelling and retention structure needed to perform. The challenge was to build a personal brand from scratch while also shaping a long-term monetization roadmap for his company. His content needed to attract everyday cooking enthusiasts and serious buyers without cheapening the brand’s luxury appeal.
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Our Approach and Results:
We started with a full audit of Tony’s content and positioning, rethinking everything from the first frame of a video to the broader brand vision.
Re-Editing for Performance: I re-edited his first video using hooks, pacing, and retention tactics—and it exploded, doing over 600,000 views right out of the gate.
Systemized Content Strategy: From there, we locked in a consistent format that showcased Tony’s expertise and personality, helping him average 10,000+ views per post and grow a genuine audience that saw him as the brick-oven chef.
Monetization Roadmap: Beyond social strategy, I developed a tiered product path—introducing accessible options like $500 Ooni-style ovens for established home chefs and baking steels for casual enthusiasts. This roadmap made Forno Piombo approachable without diluting its luxury core.
The Results:
Tony left with a defined personal brand, a clear monetization strategy, and a repeatable content system to scale independently. While our work together eventually transitioned, the playbook we built became the foundation for his long-term growth—turning his craftsmanship into a brand and his passion into opportunity.
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