The same smoothie on the counter of a pink-tiled juice bar, with fruit, a blender and a citrus pressThe same smoothie on a coral counter in a bright, colourful kitchen, with a bowl of fruit, a blue mug and a plant by the window
A strawberry smoothie splashing out of a glass, on a pink backdrop
Shot on set
AI lab

Everything around the shot.

We still shoot the food. AI takes care of the rest of the frame.

0%

of this pink wall was never photographed. Only the square in the middle came out of the camera. The rest was grown around it.

scroll

Chop. Fizz. Clink.
Crunch. Crack. Pop.

Swap.01 Stretch.02 Spin.03 Cast.04 Roll.05

Everything we make still starts on set: real food, real light, real hands. What's new is what happens after the shutter. We use AI to place a product in new worlds, to pull a close-up back into the whole room, to set a still in motion, and to change the light when the brief changes. Same eye, same crew, a few more tools.

01 / 05

Swap.

Shot once. Served anywhere.

We photograph the product on set, then let AI build the world around it: another backdrop, another season, another mood. A hard composite puts every original pixel back on top, so the label, the logo and the product itself are never generated.

Shoot
World
Photographed · original pixels Generated
  1. Mask product
  2. Generate world
  3. Hard composite
Product pixels regenerated: 0

02 / 05

Stretch.

From close-up to the whole room.

One close-up from the shoot. AI built the rest of the kitchen around it: the island, the shelves, the window light, in the same warm mood. Scroll to pull the camera back.

Close-up: a chef hands a burger to two children at a kitchen counter
Mask · the subject The close-up Generated
Scroll
  1. 01The close-up
  2. 02Mask the subject
  3. 03Grow the set
  4. 04The wide shot
Field of view 1.0×
03 / 05

Spin.

A still that moves.

One photograph, four camera moves. Every clip opens on the original photo; every frame after it is generated. Push in, orbit, crane down into the crust or go handheld: ideal for social loops, in-store screens and anything that needs to move without a second shoot.

Camera move
One photograph. No video was shot for this.
04 / 05

Cast.

New faces, same product.

One shoot, several casts. Drag across the photo: on the left the person we shot on set, on the right a generated one. Age, look and the room around them can all change. The food stays the real photograph in every version, put back pixel for pixel after the AI step.

Cast
Shot on set: a man gives a thumbs up behind a macaron tower on a Christmas table Shot on set: a young woman with her eyes closed bites into a crumble tart Shot on set: a bearded man in a striped shirt holds a plate of herring with green beans Shot on set: someone in jeans on the grass holds a bowl of clams and potatoes in baking paper
Generated: a different man behind the same macaron tower Generated: a young girl bites into the same crumble tart Generated: a woman in a striped shirt holds the same plate of herring Generated: someone in shorts and flip-flops on a sandy beach holds the same bowl of clams
Shot on set Generated person
The macaron tower is the same photograph on both sides of the line.
05 / 05

Roll.

More in motion.

Thirty-five seconds of AI in our film work, from an airfryer to a festive table. Stills that start to move, camera moves that were never on set, one dish on four surfaces.

House rules.

  1. The product is never generated.

    Packaging, logos and shapes come from the camera. After every AI step, a hard composite puts the original pixels back, untouched.

  2. Camera: virtual. Physics: real.

    AI can move a camera through a photograph. Splashes, pours and crumbs we still shoot for real, on set and often on the Phantom.

  3. Seamless, never secret.

    AI work should be invisible in the image and visible in the paperwork. We tell you where we used it, and label it wherever the rules ask for that.

AI is the extra ingredient.
The main course is still photo and film.

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