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Project Brief
The Peak Restaurant is known for flipping burgers daily and pushing culinary boundaries; they need to launch their Smash Burger meal through a short film that doesn’t follow the rules. They required a creative character with super energy. So, we create a teaser-style brand video.
They required a creative character with super energy. So, we create a teaser-style brand video, including:
- Strange opening to grab attention.
- Narrative twist that introduces a question: Who’s the true hero? The burger.
- Cinematic visuals to emphasise flavour, texture, fire, and technique.
- Real expressions, real reactions, no narration, no filters, no fakes.
- Social-first content that could serve as a foundational video for The Peak’s digital presence.
Breaking the Visual Routine of Food Ads
With the unexpected entrance of the chef created natural narrative tension, we crafted a story-first teaser, starting with misdirection to hook the viewer.
Balancing Humour and Craft
The opening shot of the bodybuilder was sensitive; we need to highlight the scene without making it like a parody. We balanced between cinematic lighting and intense framing, elevating the joke into a visual statement.
Production Process
We adopted a flipped approach to introduce the product, flipping the typical burger story on its head. The film opens with a humorous shoot that includes visual misdirection: a bodybuilder flexing under cinematic lighting, an intense, unexpected shot. This is to disarm the viewer, create curiosity and force a second glance. At the cut, the chef entered in a trustful, focused, calm mood with no bravado.
We developed a script focusing on visual performance and human expression, using the actors' body language and in-kitchen dialogue to drive the story without voiceover. We create every motion from smashing the patty to the final bit like a film scene.
Every movement here was timed to the unspoken tempo of the kitchen. We shot at The Peak’s kitchen, keeping in account a design lighting setup to amplify contrast between steel and flame, bun and beef, muscle and mastery.
Camera work included:
- Tracking shots of the chef’s hands mid-action.
- Slow-motion shots of the burger patty sizzling on contact.
- Macro close-ups of melting cheese, sauce drizzles, and bun compression.
- Dynamic blocking to choreograph actors moving in rhythm with the cook sequence.
The film did not need a voiceover. The story was told by real people, real sound, real hunger.
- We added natural ambient audio, including: fire crackles, oil splatter, grill sizzles.
- There was a clear and attractive dialogue between team members before, during and after the tasting scene.
- Cinematic grade was in every element of the scenes, such as golden hues for food, steel tones for equipment, and neutral backgrounds for contrast.
- Taste reactions were natural and drove the feel. It’s captured in slow motion with eyes widening, nods of approval, and unspoken delight.
- The closing shot was not staged and not fake. Just a burger, well-earned, and shared.
The video became an instant social hit, anchoring The Peak’s brand as playful, skilled, and seriously obsessed with burger perfection.
