Why Food Commercials Cost Hundreds Of Thousands Of Dollars | Big Business | Business Insider

Summary

The script reveals the intricate process behind food commercials, highlighting Steve Giralt's work at The Garage. It details how food stylists and engineers collaborate to make food look appetizing under high-pressure conditions. Techniques like using colorants, Vaseline, and even robots for complex camera movements are employed to create perfect shots. The narrative emphasizes the high stakes and creativity involved in this niche industry, where a single ad can cost hundreds of thousands of dollars.

Takeaways

• 📹 Filming food commercials is a complex process involving a team of professionals and specialized equipment.
• 💰 The cost of producing a 30-second food commercial can reach into the hundreds of thousands of dollars.
• 🍔 Real food is used, which presents challenges as it doesn't maintain its appearance for long, requiring quick work.
• 🎨 Food stylists, like Brett Kurzweil, use various tricks such as partial cooking and colorants to make the food look appealing on camera.
• 🔧 Steve Giralt's production company, The Garage, combines technical expertise with creativity to produce high-quality commercials.
• 🤖 Customized robots are used for complex camera movements, which would be difficult or impossible to achieve manually.
• 🛠️ Rigging and engineering play a significant role in creating the dynamic shots seen in food commercials.
• 🍟 Even simple movements, like a burger being pulled out of frame, require precise planning and execution.
• 📈 The power of food suggestion in advertising is well recognized, with studies showing its impact on cravings and overeating.
• 💸 Fast-food companies invest heavily in advertising, understanding the value of visual cues in driving brand traffic and impressions.
• 🏆 Steve Giralt's viral burger drop video brought significant attention and new business opportunities to The Garage.

Q & A

What is the main challenge in filming food commercials?

The main challenge is working against the clock because real food doesn't stay fresh and visually appealing for long.

How much can filming a 30-second food commercial cost?

Filming one 30-second ad can cost hundreds of thousands of dollars.

Who is Steve Giralt and what is his role in food commercials?

Steve Giralt is a filmmaker who has filmed commercials for big brands through his production company, The Garage. He has a significant role in creating the commercials, ensuring they meet the client's expectations and are technologically feasible.

What is Brett Kurzweil's job in the commercial production?

Brett Kurzweil is a veteran food stylist whose job is to make the burger look appealing, often having to pick the perfect looking bun, patty, and veggies and then applying various tricks to enhance their appearance.

What tricks are used to make the burger look more voluminous and visually appealing?

Brett Kurzweil doesn't cook the meat all the way through to prevent shrinkage and uses a colorant made of gravy, darkener, and soap to add a charred look. He only paints half the burger since the camera films from one side.

How do they create the illusion of grill marks on the burger?

Brett heats up metal skewers and pushes them into the burger to create sear marks.

What is the role of Matthew Huber in the production?

Matthew Huber is a master rigger who builds rigs for specialized equipment that helps make food move across the screen, often from scratch, and works closely with the robots used in filming.

What is the significance of the custom-built water-cooled lights used in the shoot?

Custom-built water-cooled lights are significant because they prevent the food from cooking under the hot lights, allowing for longer shooting times without the food wilting or melting.

How does Steve Giralt use robotics in filming food commercials?

Steve uses robots, the same kind used in car manufacturing, to execute complex camera movements with precision. These robots can perform moves that would be difficult or impossible for humans, ensuring consistency in each shot.

What is the 'Hitchcock effect' mentioned in the script?

The 'Hitchcock effect' is a filmmaking technique where the camera zooms in on a subject while the background appears to stretch and warp, creating a dramatic visual effect.

How does Steve Giralt's team ensure that every shot is identical?

To ensure every shot is identical, they use precise robotics, careful planning, and tools like lasers to track the position of the food. They also need to be flexible to handle any unexpected changes on set.

What was the impact of Steve Giralt's famous burger drop video?

The famous burger drop video went viral, earning millions of views and global media coverage, which helped Steve Giralt gain new clients and eventually launch his production company, The Garage.