Description:
This project was created as part of a theatrical advertising campaign tied to the opening of a new Five Guys location near a movie theater. The goal was to create a playful, cinematic spot that subtly encouraged moviegoers to visit Five Guys after the show without directly competing with the theater experience itself. Early concepts leaned into lines like “What’s better than popcorn?”, though even that was ultimately softened to avoid drawing attention away from concession sales.
Project Credits:
Company: Five Guys
Date: 01/09/2020
Primary Software Utilized:
3D Studio Max, Maya, VRay, After Effects, Photoshop, Audition
Contributions:
Concept, 3D Production, Animation, TyFlow, VRay, Simulation, Rendering
Audio Contributions:
Eric Hahn – Voice Over
Nicholas Forrest Hill – Score
Single Shot Concept
Created with a single scene and camera, things are always more complkicated behind the scenes.
The creative direction focused instead on what makes Five Guys memorable: overflowing fry portions, fresh ingredients, and the casual personality of the brand. Free peanuts, generous fry servings, are central hooks used to reinforce the experience customers associate with Five Guys.
Food Visualization & Look Develop
A major focus of the project was creating realistic food materials and lighting that enhanced appetite appeal without feeling artificial. Surface variation, oil sheen, salt breakup, and subtle imperfections helped give the fries and food assets a more natural, freshly prepared appearance while maintaining the polished feel of commercial advertising.
Technical Production & Final Delivery
The project combined modeling, shading, lighting, rendering, compositing, and animation into a streamlined workflow built for rapid iteration and cinematic presentation designed for pre-show theater advertising.
