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Ever wonder how food commercials look so mouthwatering and perfect?
These food shoots can cost hundreds of thousands of dollars, all so you'll buy more of these.
Visual engineer, Steve Giralt, shoots photos and videos for food and product-based commercials in New York City and around the world.
I bring technology and kind of traditional image-making processes together in what I call visual engineering.
One piece of that technology: robots.
Or, as they call them, motion controls.
Steve's long list of clients include big brands, like Hershey's, Budweiser, Pepsi, and Starbucks.
Of course making food look so good comes with a price.
A single-day TV shoot can cost between $50,000 to $100,000.
In these food shoots that we create, we have a lot of moving parts.
Basically, you'll have, let's say, one item that's moving, something else that's flashing and running into it, something else that it's gonna land on.
We have to use a lot of different technologies and synchronizing software to basically allow those things all to happen at the exact moment we need them to happen.
We love it, here we go.
Comes out pretty low.
It also takes a symphony of people to make the products look the best they can be.
Various stylists, engineers, and operators work together to create the perfect shot.
My name is Michelle Gatton, and I am a food stylist.
When I get recipes, I read over the recipe so I know what I'm gonna be doing.
So, in the back of my head, I start thinking about how I'd like to do it.
It could change once we get on set with the different props.
What the art director wants could change.
But I start trying to create the recipe in my head 'cause I'm only making it pretty much the first time on set.
I made these brownies yesterday, just so we're not waiting on me making brownies.
And, to make them look like I just made them, I just warmed up the chocolate with a heat gun, and I'm adding a little bit of melted chocolate to the cut side.
So here we've got our motorized slider, which is moving a pump that's gonna have caramel on it that'll be pumping down onto our brownies.
So, in the end, we'll have this shot of this beautiful ribbon of caramel kind of draping and curling on top of the brownie.
There's a lot of trial and error.
Are you ready?
And here we go.
Yeah!
Nailed it!
Every precise moment captured is nailed down to the millisecond.
This is the benefit to using robots.
Human hands are also used on commercials when timing is not a crucial factor.
We put a lot of effort into these visuals.
It's really cool to see your vision kinda come to life and be spread with the world.
I think you have to have a really great understanding of what is appetizing.
Everybody speaks the language of food.
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How Food Commercials Are Made

2666 Folder Collection
Estelle published on September 8, 2019    Estelle translated    Evangeline reviewed
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