María Flowers · The video and the website · September 2026
After our call on September 8 we turned your “Video for Stores” brief into a visual direction for the “Flowers 101” video and a plan for the new floresmaria.com. This page has both, in order: first the video, then the website that speaks the same language, and at the end the investment for the two, on one page. Nothing here is final. We are sharing it so you can react before we write the script and design the site.
What this is
Two pieces that share one language: a four-minute “Flowers 101” video, reached from a QR on every box, and a new website for the buyers at the chains.
What it costs
USD 8,500: the video USD 4,500, the website USD 4,000. No monthly fees. Two optional add-ons, the CRM and the catalog panel, and what is billed at cost are in the investment.
Who
Prepared for Felipe Villamizar and Juan David, María Flowers. Prepared by CadenSpark. Comments are welcome after the test shots, the storyboard and the investment, and at the end for anything else.
Part one · The video · The idea
Photo · the world
The farm, the cold room, the plane, the box, the people. Shot like a documentary, natural light, no acting.
Watercolor · the explanation
What a camera cannot film: the inside of the stem, the water going up, the cold that puts the flower to sleep. A sketchbook, with pencil labels.
Transition · the signature
The photo dissolves into watercolor, from the flowers outward. It happens twice in the whole video, not in every shot.
How a transition works, step by step
Where it happens in the video
On the website it happens three times more, once per page that needs it. Part two shows it.
The style
The style reference
The rules
The box, in the back room
The farm, at dawn
Four test shots · no script, no voice, no music yet
1 · The farm at dawn · photo only · 8 s
2 · The cold room: the flower falls asleep · photo turns into watercolor · 8 s
3 · The trip, on the sketchbook page · watercolor only · 8 s
4 · The cut: real hands become a diagram · photo turns into watercolor · 8 s
4b · The cut, second take: the camera goes into the stem · 10 s
Every technical moment gets pencil labels: fresh cut, xylem tubes, water rising
Comments on the direction and the test shots
The storyboard
Built on your brief, in your order. About 4:15. English voice-over; the Spanish version comes from the same frames.
Part 1 · Where the flower comes from · 0:00 to 1:20
| Scene | Register | What we see | Status |
|---|---|---|---|
| 1.1 | The breeders · photo + watercolor | A modern breeding lab. Over the photo, a pencil sketch of two flowers crossing into a third. | Frame ready · shot pending |
| 1.2 | The Andes · watercolor | A sketchbook cross-section from the Pacific to the peaks, altitudes written by hand: roses at 9,200 ft, poms at 6,500. | Pending |
| 1.3 | The farm at dawn · photo | Rows of roses under plastic, the volcano behind, a worker cutting the first rose. | Shot ready (test 1) |
| 1.4 | The cold room · photo → watercolor | The cart enters the cooler; as the flower falls asleep, the photo turns into a drawing. | Shot ready (test 2) |
| 1.5 | The trip · watercolor + photo | The page paints itself from the Andes to the coast; then the real cargo plane and the Miami dock. | Shot ready (test 3) · arrival pending |
Part 2 · Why it matters · 1:20 to 1:50
| Scene | Register | What we see | Status |
|---|---|---|---|
| 2.1 | It reaches your store · photo | The box opens in the back room. “What happens next is up to you.” | Frame ready · shot pending |
| 2.2 | What a flower does · photo | Four real moments: a hospital table, a graduation, a doorstep, a dinner. | Pending |
Part 3 · Flowers 101 · 1:50 to 3:50
| Scene | Register | What we see | Status |
|---|---|---|---|
| 3.1 | Clean water: dry pack and wet pack · photo | Both packs side by side; a hand checks the water level in the bucket. | Pending |
| 3.2 | The cut · photo → watercolor | Two seconds of a real cut; then the hands in watercolor and the xylem drawn beside them, every part labeled. | Shot ready (test 4, two takes) |
| 3.3 | No-cut products · watercolor | The sachet, the tubes opening like a drain cleaner; “not sure? cut.” | Pending |
| 3.4 | Flower food · watercolor | Bucket, sachet, pH strip: 3.5 to 5, antibacterial, sugar. | Frame ready · shot pending |
| 3.5 | Keep them cool · watercolor | The store cooler and its thermometer; the flower that fell asleep at the farm is still asleep here. | Frame ready · shot pending |
| 3.6 | Clean buckets · watercolor | A bucket scrubbed; the bacteria colony, crossed out. | Pending |
| 3.7 | Do's and don'ts · watercolor | Your nine rules on one sketchbook page: five crosses, four checks. | Frame ready · labels pending |
Part 4 · Closing · 3:50 to 4:15
| Scene | Register | What we see | Status |
|---|---|---|---|
| 4.1 | Ready for someone · photo | The display, and a customer picking a bouquet. María Flowers, once. | Frame ready · shot pending |
| 4.2 | The last question · watercolor | A handwritten card: “What would you like to learn next?” Three options to tap. | Pending |
Comments on the storyboard
Part two · The website
The same idea as the video, brought to the page. When a buyer opens floresmaria.com, the first thing they see is the harvest at sunrise, painted. In about three seconds, spreading out from the worker, it becomes the photograph. It plays once, when you arrive, and then the page stays still. Press play or drag the slider to see it.
Watercolor
Watercolor to photo
The homepage opening, built with the two frames of test shot 1: the drawing and the photograph of the same moment. The rest of the site follows the video's rule: photography for the world, watercolor for what needs explaining, and the transition only where it earns its place.
Photo · every page opens with one
The farm, the cold room, the arrival in Miami, the shelf. People are always photographed: the sales team, the farm crew, the person who opens the box.
Watercolor · the explanations
The journey on the map, the stem cut, the cold, the do's and don'ts. The cream paper of the watercolor is the site's warm background, instead of a generic grey.
Transition · three times on the whole site
The homepage opening, watercolor to photo. The cold room in the journey, photo to watercolor. And the cut, inside the video on the Flower Care 101 page. Nowhere else.
What follows is the structure and the visual language. The site's identity, which typeface, which color, how each flower in the catalog is photographed, comes after your OK on the map, and gets shown on this same page.
The site map
Today's site is a single page with six blocks and twelve roses. The new one has seven pages: the homepage tells the whole story in one scroll, and the other six go deeper into what a buyer wants to verify before switching suppliers. Who you are, how the flower gets there, what you sell, how you care, how you train the store, and how to reach you.
floresmaria.com
The whole story in one scroll. Eight sections, below.
/story
The Villamizar family since 1994, mission and vision, what María Flowers stands for, and the team by name and face. Replaces “About Us” and “Our Team”.
/journey
The complete process: boutique farms, microclimates by altitude, harvest, cold chain, flight, quality control in Miami, truck, shelf. And what you do differently at each step. Replaces the six blocks of “Our Services”.
/flowers
The full assortment by category, plus bouquets and recipes. No prices and no cart: it is a catalog. With the optional panel, your team adds, hides or updates a variety without going through us.
/we-care
The CO2 offset program with LATAM, the carbon-neutral goal for 2030, Rainforest Trust, Ecominga, Orchid Conservation Alliance, and the social practices at the farms. Merges “News” and “We Care”.
/care
Where the QR on the box lands: the video, the three rules to print out and the survey at the end. It is new. It serves the store, and shows the buyer that the flower arrives with instructions.
/contact
A form that lands in your inbox, plus the Miami address, the phone and the sales email. Connecting it to a CRM is optional: see the investment.
/university · a next phase
Reserved for the content Dani talked about. Not built now; the slot is planned so nothing has to be reshuffled later.
From today to tomorrow
| Today on floresmaria.com | Tomorrow | What changes |
|---|---|---|
| Home, one page with six blocks | Home | The story in one scroll, with the watercolor opening and the three promises to the buyer. |
| About Us and Our Team | Our Story | One page: the family since 1994, mission and vision, the team. |
| Our Services, six blocks | From the Andes to Your Shelf | The services become steps of the journey, with the practice behind each promise. |
| Our Flowers, twelve rose entries | Our Flowers | Every category you sell, plus bouquets and recipes. With catalog photos. |
| News and We Care | We Care | Environmental and social in one place, with the programs and the partners. |
| Does not exist | Flower Care 101 | The QR page. Video, rules, survey. |
| Contact | Contact | The form arrives in your inbox, from a phone or a desk. |
Inventory of the current site, measured on September 9, 2026: one page with six anchors (About Us, News, Our Services, Our Flowers, Our Team, Contact) and twelve rose entries (Bicolor, Bicolor Lilac, Bicolor Red, Bicolor White Pink, Fiesta, Glitter, Lilac, Mondial, two Rose, White and Yellow Roses). WordPress 5.1 on a 2013 theme. It did its job; today you sell everything on a shelf and the site shows roses.
The homepage
It is the page a buyer opens once they have decided to look. It opens in watercolor, turns real, makes the journey from the pot to the shelf, and only then shows what you sell and who you are. Each section has its register and its motion. The English lines are samples: the copy gets written with you.
What it says
“From boutique farms in the Andes to your shelf. On time, every week.”
One line over the photo and one button: see the assortment. Nothing else above the fold.
Motion
The watercolor turns into the photograph once, on load, spreading out from the worker. It is what you saw above. Then it stays still.
The farm
The cold room
The flight
Miami
The shelf
What it says
Five stops: the farm at 9,200 feet, the cold room, the flight, quality control in Miami, the shelf. At each one, two lines: what happens and what you do so it arrives well.
Motion
It advances with the scroll: each stop comes in as the previous one leaves, and the numbers (the altitude, the days in transit, the temperature) count up to their value. In the cold room the photo turns into watercolor, because there is something to explain there: the flower goes to sleep in the cold. It is the second transition, and the last one on the homepage.
What it says
What Felipe said matters to a buyer, in three columns: it arrives on time, it arrives with quality, it holds on the shelf. Under each one, the practice that backs it: year-round programs and logistics; the cold chain and the Miami check; the Flowers 101 video in every box.
Motion
None. It is read.
What it says
Every category a buyer can order, with two or three sample varieties each, plus bouquets and recipes. The button leads to the full catalog. The categories and the photos come from the catalog you send us.
Motion
The flower turns on hover: a 360-degree spin generated from each variety's reference photo. It is what Juan David asked for, “have the rose flip”, and it is done once per variety.
What it says
First flower client in LATAM's CO2 offset program, carbon neutral by 2030, Rainforest Trust, Ecominga and Orchid Conservation Alliance. And the social practices at the farms, which are not on the site today and need to be gathered.
Motion
None. The program logos in one ink and a watercolor of the Andes as the background. It is the only watercolor section on the homepage.
What it says
The Villamizar family since 1994, Miami, and the sales and service team by name and face. What María Flowers stands for and how it lines up with its clients' goals. One paragraph and a button to Our Story.
Motion
None. The team photos come from what you have or a short session in Miami; they are not generated.
What it says
To the buyer: “we train your people so the flower lasts on the shelf”. The embedded video and the QR that goes on every box. It is the argument no other supplier shows.
Motion
The video itself, with the cut transition. It plays when the buyer asks, not on its own.
What it says
Four fields and a button. The message arrives in your inbox, and Juan David answers. Below, the Miami address, the phone and the sales email.
Motion
None. What matters here is that the form works from a phone and the message arrives within the minute.
Where there is motion
Where there is none
Behind the site
There is no platform behind the site: it is plain HTML on Cloudflare, with nothing to update and no plugin to break. When someone writes through Contact or asks for the catalog, the message arrives in your email, and you answer. No CRM, and no monthly fee. If one day you want every contact kept and answered automatically, that is the CRM option in the investment.
Hosting
We recommend leaving WordPress. A site like this is hosted on Cloudflare for free, so today's hosting bill goes away. The domain stays yours.
What we measure
Cookie-free analytics: pages viewed, country and city, device, where the visit came from. No consent banner. Views of the video come from the platform that hosts it.
The catalog
Our Flowers is loaded from the material you send us. If you want to add a product, hide one or change its photos yourselves, that is the catalog panel option in the investment.
Investment
Two prices for the whole project, not by the hour. What backs them is the scope on this page: sixteen scenes in two languages, and seven pages with their opening. No monthly fee from CadenSpark; the only recurring costs are third-party services, and they are yours at cost.
“Flowers 101” video
USD 4,500
Sixteen scenes, in English and Spanish, delivered ready for the QR on the box.
Included
Separate
The website
USD 4,000
The seven pages with the watercolor opening, in English, and the contact form to your inbox. Without the CRM and the catalog panel: those are the options below.
Included
Not included
Total
USD 8,500
Timeline: within the 60 to 90 days you asked for, counted from the day the material arrives.
Payment: 50% when the project starts, and the other 50% when it is finished.
Monthly: nothing from CadenSpark. Hosting is free, and the QR codes and the video platform are yours at cost, without margin.
Optional · the CRM
USD 1,500
once, and then USD 25 a month for the account.
If you want the contacts kept instead of read in an inbox: every scan of the QR and every message saved with its origin, the chain and the product; a reply that goes out on its own with the catalog and the video; an alert to Juan David; a summary every Monday. It also leaves you ready for the next phase, below.
The monthly is in the range of a standard hosting plan, and the hosting itself goes to zero. It is worth it when there is real use; for now the site works without it.
Optional · the catalog panel
USD 1,500
once, and no monthly cost.
A CMS for Our Flowers, made for a catalog that changes as much as yours. Your team adds a variety or a recipe, uploads its photos, and switches it on or off in the catalog, showing or hidden, without going through us.
Without it, the catalog is loaded once from the material you send, and every change goes through us.
Yours at cost, no margin
Comments on the investment
If you want a next phase
Not quoted now. It is what the CRM option leaves ready, and what would justify a monthly cost when the time comes.
A content publisher
María Flowers writing regularly to the buyers at the chains, in its own voice, to be the reference on flowers before Juan David knocks on the door.
A flower school
Flower Care 101 grown into a course: how to handle flowers in the store, with people registering and receiving the lessons.
What it takes
A list of the people who scanned or wrote, kept in the CRM. That is when the CRM and its monthly cost make sense, and not before.
Next step
Tell us what works and what does not. With your notes and the material we write the full script, design the site's identity, produce what is missing, and come back with the first cut.
What we need from you
Still to decide, together
The site, step by step
Anything else