Foodporn

AI in the Service of Appetite – Burgers and Pizzas on Screen

Food commercials have always been a genre of their own. The challenge is not only to show the dish, but to make the audience almost taste it—to let them imagine the texture, smell the aroma, and feel that irresistible “I want this now” craving. Traditionally, this was the realm of food stylists, photographers, and cinematographers, who spent hours perfecting every frame while the real food slowly lost its freshness under the hot studio lights.

But what happens when artificial intelligence takes over that role?

That was exactly the question our client asked us. They wanted a commercial starring two timeless food icons—burgers and pizzas. Classics everyone knows, yet endlessly capable of sparking appetite when shown in just the right way. The challenge was clear: how could we make them look mouthwatering without ever relying on fragile, real ingredients?

AI stepped in as the ultimate digital food stylist. In one moment, it conjured a perfectly toasted, juicy burger bun, slowly collapsing into place with crisp vegetables and melted cheese oozing down the sides. In the next, it revealed a golden, bubbling pizza, its crust visibly crunchy while strings of mozzarella stretched endlessly from a lifted slice.

The flexibility of AI opened up entirely new possibilities. We could easily shift moods: bright, playful colors and dynamic movement for a youthful vibe in one version, or slow-motion elegance with warm, golden lighting for a more premium feel in another. Tailored variations for different audiences could be generated in minutes.

And perhaps most exciting of all, AI allowed us to create scenes that would be nearly impossible in a live shoot. Burger ingredients floated gracefully into place as if choreographed in a culinary ballet, while a steaming pizza emerged from a stylized digital oven surrounded by glowing embers—evoking the intensity of a concert visual rather than a kitchen.

The result? A commercial that was as appetizing as it was cost-efficient, combining mouthwatering imagery with cinematic flair. This time, burgers and pizzas weren’t just food—they were the stars of the show. And AI proved, once again, that in the world of creativity it isn’t just a tool, but a true creative partner.