See How Those Appetizing Burger Commercials Get Made
![Screenshot via Vimeo Screenshot via Vimeo](https://images2.minutemediacdn.com/image/upload/c_fill,w_720,ar_16:9,f_auto,q_auto,g_auto/shape/cover/sport/burgerheader-0-6ae354a064f063cb498557107dd6f64e.png)
Food commercials can show the most mundane menu items in a flattering light. Through expert styling, lighting, and preparation, videographers can make even the soggiest McDonald’s burger look amazing—and without using CGI.
Photographer Steve Giralt reveals just how detailed a process this kind of food advertising requires in a behind-the-scenes video (spotted by DesignTAXI) for a shoot he did of a burger’s ingredients flying together to land perfectly composed. What looks effortless in slow motion gets a lot more impressive when you see it in real-time:
Deconstructed Burger Behind The Scenes from Steve Giralt on Vimeo.
To create the deconstructed burger shot, Giralt 3D-printed a catapult to throw the ketchup and mustard together in front of the camera. The burger ingredients were arranged on a rig he created to hold items like buns, cheese, onions, and lettuce at a set distance apart. When the two arms of the rig came apart, the rubber bands holding the ingredients slipped away, allowing everything to fall vertically in a pile. After just four takes, all the ingredients landed perfectly, one on top of another, to form a burger that looks like it could have been carefully composed by a master chef.
Now, admire how all that careful engineering turns into a ready-for-TV clip:
Burger Deconstructed in Slow Motion from Steve Giralt on Vimeo.
It's hard not to be impressed with those sleek fast-food commercials after seeing this.
[h/t DesignTAXI]
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