The brief was to create a series of tantalising product sequences for use in TV Commercials and social media. Our mission was simple: create food porn.

Our purpose was to introduce product signifiers to engender consumer association with Cornetto. We have achieved this whilst maintaining a solid alignment with Cornetto's ideals of a young, carefree and fun attitude. These spots needed to represent a joyous time in life filled with elation.

We engineered arresting visuals that are highly detailed and realistic enough to leave one craving Cornetto ice cream. Our focus began with pattern formation.  We used our understanding of patterns to create a feel akin to the 'oddly satisfying' internet community informing the product choreography. We also drew on our influence from the ASMR movement. These visuals are impulse generating and are meant to send a tingle down the spine.  

The Process:

The complex world of cream! How transparent is ice-cream? What is the texture and depth of its creaminess? We lived the painstaking minutiae of the liquid Physics.  The endless crying under our desks. We carefully considering the ice creams qualities in various states from viscus liquid state to frozen, semi solid state and diligently building a deep understanding of each physical stage.

Food creation is an incredibly meticulous process and requires many specialised skill sets to sing in perfect harmony.  

The aerial view is to create stimulating visuals as per motion graphics conventions whilst remaining simple and engaging.

In reality one needs to suspend the laws of physics to create hyper realistic looking food. Food that whet’s the appetite by the mental association with the actual product and not just pixels on the screen. This requires a mighty flex in the conventions of table top photography and food styling - the process needs to feel handcrafted and real. It is all too easy for the construction to feel very mechanical, unnatural.

 

Agency 
BBDO Guerrero

Executive Creative Director
Director Federico Fanti

Associate Creative Director
Nico Zapanta

Group Account Director
Hanna Diaz

Senior Account Manager
Don Pablo

Creative Director
Colin O’Mara Davis

Producer
Jess Lupton

Technical Lead
Werner Botha (Animmate)

Animator
Sebastian Burger