CPG / Packaged Food
CPG and Packaged Food is where most of the classic food-photography tricks actually live, because the real product rarely survives long enough under hot lights for the shot. On Visie, that craft spans campaign and product photography for marques like Heinz, Oreo, Doritos, and Snickers, built and rebuilt by hand between nearly every frame.
This week's top CPG / Packaged Food projects
This week's top CPG / Packaged Food projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Project Manta · Brand Identity
Studio Tyrrell leads the brand identity for Manta, a food and beverage project spanning product packaging, web design, and digital interface layout. The visual direction leverages a minimalist, earth-toned palette to unify a diverse range of chocolate products, utilizing 3D render/CGI techniques to create tactile, high-fidelity textures across both physical and digital assets. The identity focuses on structured, geometric arrangements and clean typography to highlight the artisanal nature of the product line. Photography by Jason Lewer complements the design through soft, consistent lighting, while 3D artist Elliott Barker and illustrator Lily Kong provide technical support to maintain a cohesive aesthetic across the brand's packaging and online presence. Print production was managed by Generation Press, with additional web development by Rob Dove and contributions from Sophie Chatziapostolou.
Doritos · The Barbershop
Doritos delivers a comedic commercial spot set within a bustling, retro-styled barbershop. The narrative centers on a barber whose snack break with a bag of Nacho Cheese Doritos leads to an unexpected interaction with a customer in his chair. As the barber accidentally leaves cheese dust on the client’s face, the resulting sequence brings the entire shop to a sudden, awkward standstill. Produced by Patrick Koitzsch, this live-action commercial leans into slapstick humor to highlight the product. The film uses a polished, narrative-driven aesthetic to capture the comedic timing of the ensemble cast in a vibrant, contained environment.
Hershey's · Pinky Up (feat. KATSEYE)
Hershey’s latest collaboration, Pinky Up, serves as a masterclass in modernizing CPG brand storytelling by blending high-energy pop culture with everyday consumer experiences. Featuring members of the global breakout group KATSEYE, this commercial project leans into a vibrant, urban aesthetic that feels both accessible and aspirational. The creative execution, managed by MiltonOne, transforms a mundane subway commute into a rhythmic, cinematic spectacle where the product sits at the very heart of the motion. By utilizing a live-action technique interspersed with artful slow motion, the film captures a sense of spontaneous joy that resonates with a younger, rhythm-focused audience. The cinematography prioritizes a crisp, polished look that elevates the fashion-forward styling of the talent, ensuring the vibrant yellow and deep brown color palette pops against the industrial backdrop of the train car. Rather than relying on static product shots, the campaign uses fluid, fast-paced choreography to embed the chocolate bar into the lifestyle of the protagonist, creating a seamless connection between indulgence and movement. It is a sharp, confident departure from traditional food and beverage advertising that succeeds by focusing on personality-driven engagement and sleek, contemporary visual polish, proving that even iconic packaged food brands can find a fresh, rhythmic pulse in the bustling landscape of modern city life.
Dr. Squatch · SPEEDRUN: Million Dollar Mission - Hero Trailer
In a departure from traditional grooming marketing, Dr. Squatch leans into the frenetic energy of internet culture with their latest campaign, SPEEDRUN: Million Dollar Mission. Featuring the polarizing and high-octane personality IShowSpeed, this hero trailer transforms the brand into the center of a heist-inspired narrative. Set against the stark, industrial backdrop of a mock bank vault, the visuals utilize a blend of Live-action Technique and polished Motion Graphics to mirror the pacing of modern digital content. By positioning stacks of soap alongside mounds of cash, the project cleverly bridges the gap between premium grooming products and the high-stakes world of creator-led spectacle. The cinematography relies on dynamic, rapid-fire camera work—including intentional zoom effects and quick cuts—to maintain a relentless momentum that resonates with a younger, web-native audience. With production oversight from Jirka Cerny, the creative team captures a distinct Lifestyle aesthetic that feels less like a traditional commercial and more like a high-production social media stunt. This CPG campaign successfully leverages the influence of its talent to turn a standard promotional beat into an Action-oriented event, effectively proving that personality-driven content remains the gold standard for cutting through the digital noise. By utilizing strategic Slow motion sequences to emphasize product placement, the trailer achieves a sophisticated balance between chaotic entertainment and disciplined brand messaging.
bibigo · Korea Everywhere
The Korea Everywhere campaign for Bibigo masterfully bridges the gap between traditional culinary heritage and the hyper-modern aesthetics of global youth culture. By enlisting actor Randall Park to anchor the narrative, the commercial functions as a high-octane exploration of identity, effortlessly transitioning from the bustling, neon-soaked authenticity of a Seoul night market to the polished intensity of a K-pop performance stage. The production, spearheaded by the agencies Rethink New York and Cinélande, relies on a dynamic live-action technique that gives way to sophisticated CGI-infused urban fantasy sequences. This stylistic pivot underscores the brand's expansive reach, framing the CPG product as a ubiquitous cultural connector. The visual language is defined by rapid-fire editing and stylized lighting, which maintain a frenetic, engaging pace while ensuring the Bibigo identity remains central to the visual storytelling. Behind the scenes, the integration of complex VFX and motion graphics—honed by Post 430 and Morgan Rojas—creates a seamless, high-production aesthetic that feels both cinematic and rooted in modern lifestyle trends. Ultimately, this commercial campaign elevates the food and beverage category by treating it with the same kinetic energy and artistic ambition typically reserved for entertainment, effectively positioning Bibigo not just as a pantry staple, but as a vibrant, essential element of a contemporary global lifestyle.
Hellmann's · America's sandwich
Hellmann’s latest creative endeavor, America’s Sandwich, serves as a masterclass in blending traditional food advertising with the avant-garde potential of modern technology. By positioning the iconic mayonnaise bottle as the essential soul of the classic cheesesteak, the campaign cleverly taps into our shared culinary nostalgia while pushing the visual boundaries of the CPG category. The project is a vibrant collision of mediums, utilizing a sophisticated mix of live-action technique, surreal motion graphics, and AI image generation to craft a narrative that feels both familiar and refreshingly otherworldly. From giant, impossibly scaled sandwiches set against sweeping mountain vistas to the painterly transformation of a lunchtime staple, the work leans into a dreamlike aesthetic that captures the imagination. Developed through the collaborative efforts of VML, Edelman, WPP Unite, and Village Marketing, the commercial video benefits from high-level post-production work by Framestore and Company 3, which helps anchor the playful, cinematic visuals in a polish that feels premium yet accessible. By integrating these disparate digital techniques, the brand successfully updates its image, proving that even a heritage product can find a fresh, high-energy voice in the digital age. This work does not merely sell a condiment; it celebrates the absurdity and joy inherent in food culture, ensuring that the brand remains culturally relevant through a bold, visually experimental lens that stands out in a crowded marketplace.
Jinx · If You Love Someone, Let Them Know
In the latest campaign for Jinx titled If You Love Someone, Let Them Know, the premium pet food brand leans into the profound, unfiltered emotional bond between humans and their canine companions. Rather than focusing solely on the nutritional specifications of the product, the commercial centers on actor Chris Evans as he navigates daily life with his own rescue dog. The narrative highlights intimate, authentic moments of connection, from playful sessions in the grass to quiet, tender interludes during mealtime in a sun-drenched kitchen. By utilizing a cinematic live-action technique, the project successfully captures a sense of genuine joy, bolstered by the strategic use of slow motion to emphasize the physical warmth of their interaction. The visual language relies heavily on soft, natural light, which elevates the mundane activities of pet care into a polished lifestyle story that feels both aspirational and deeply relatable. Produced by Max Cooper with creative direction from the team at Erich & Kallman, the film bypasses standard CPG marketing tropes in favor of a narrative-driven approach. The result is a sincere, atmospheric look at the role high-quality nutrition plays in sustaining the companionship that defines the human-dog relationship, grounding the brand identity in emotional resonance rather than just functional utility.
Skull Island Prawns · Eat the Wild
In a bold departure from traditional food marketing, Skull Island Prawns unleashes its Eat the Wild campaign, a high-energy production that redefines the visual identity of the CPG industry. The centerpiece is a surreal, cinematic CGI commercial featuring a life-sized, guitar-shredding prawn, masterfully executed to lean into a maximalist aesthetic. The creature commands the frame, perched atop a moss-covered skull within a richly detailed underwater ecosystem of lush kelp forests and schools of reactive marine life. Through sophisticated 3D render techniques and meticulous VFX, the creative team brings a fantastical deep-sea world to life, utilizing dramatic lighting that pierces through the aquatic depths to accentuate the intricate, hyper-realistic textures of the prawn’s shell and expressive anatomy. This creative endeavor, guided by the vision of Lovisa Jaegrell across agency and production roles, thrives on its bizarre yet captivating premise, effectively blending the brand's identity with a high-octane rock-and-roll sensibility. The integration of sound design by FABLE amplifies the narrative arc, ensuring the surreal musical performance resonates with the viewer. By shunning the expected culinary tropes of food and beverage advertising, this project utilizes high-concept visual storytelling to command attention in a crowded market, proving that when food brands lean into bold, unconventional creative choices, they can establish a truly memorable and distinctive brand presence.
Snickers · You're Not You -- Generic
The enduring Snickers campaign titled You're Not You takes a sharp turn into the surreal in this latest iteration, which masterfully leans into the brand's signature dry wit to highlight the disruptive nature of hunger. In this live-action technique piece, the narrative follows a man transformed into a grotesque troll whose agitation at a local sports field reaches a fever pitch before he is offered the brand's iconic chocolate bar. The creative execution utilizes seamless VFX / visual effects to bridge the gap between the character's monstrous frustration and his eventual human composure, grounding the absurd concept in a gritty, cinematic lighting environment that adds weight to the humor. By focusing on the transformation sequence within a drab outdoor community sports setting, the work channels the familiar tropes of the long-running series while elevating the visual storytelling through a refined lens. With agency and creative vision spearheaded by Max Cooper and production handled by Haven't You Done Well, the project maintains the high-energy, humorous pacing essential to the CPG and food and beverage landscape. It serves as a textbook example of how to iterate on a globally recognized brand platform without losing the core comedic impact that audiences have come to expect, proving that even a troll can find common ground through a well-timed snack.
SpringWell · Mac N Cheese
In a delightful departure from the polished, clinical aesthetic often found in CPG advertising, the latest campaign for SpringWell Mac N Cheese leans into the authentic warmth of the domestic sphere. This commercial project captures a quiet, character-driven moment between a father and daughter in a sun-drenched contemporary kitchen, grounding the brand identity in the relatable rituals of family life. By utilizing a live-action technique that prioritizes natural light and genuine interaction, the creative team—led by the vision of Quality Meats—avoids the manufactured artifice of traditional food spots, opting instead for a lifestyle approach that emphasizes emotional connection over mere product display. The production, executed with seamless precision by Epoch Films and Solent Films, feels tactile and lived-in, from the green tiled backsplash to the steam rising from the pot on the gas stove. With subtle post-production finesse from William McVay and Flavor, alongside an understated sonic atmosphere by Another Country, the piece avoids the common trappings of over-stylized food marketing. It instead functions as a slice-of-life vignette, proving that when a brand is confident enough to let the human element take center stage, the product naturally becomes the heart of the home. The result is a grounded, visually cohesive film that transforms a standard pantry staple into an evocative symbol of modern togetherness.
Philadelphia Cream Cheese · Bagel Latte
Philadelphia Cream Cheese defies conventional culinary boundaries in their latest CPG campaign, which introduces a surprising and sensory-focused concept: the Everything Bagel Latte. Moving beyond the breakfast table, this bold creative strategy reimagines the brand's signature product as a velvet-textured cold foam layered over a classic iced coffee. The commercial aesthetic is sharp and intentional, utilizing vibrant blue studio backdrops to isolate the product and make the interplay between the dense cream cheese foam and the textured seasoning sprinkles pop with undeniable clarity. By focusing on the tactile reality of the food preparation—specifically the slow, deliberate spread of the cream cheese across the beverage—the creative team at Rethink leans into a sensory storytelling approach that feels both indulgent and disruptively modern. Executed through precise live-action technique, the project bridges the gap between traditional food and beverage marketing and social-first experimentation. With post-production and VFX expertise from R&D Post, the final visuals maintain a polished, high-contrast look that elevates a simple ingredient into a compelling lifestyle statement. The piece successfully highlights the versatility of the core brand ingredient, transforming a standard morning ritual into an imaginative, flavor-forward experience that demands a second look from even the most skeptical food enthusiasts.
Kikkoman · Unleash Legendary: Back to School
Kikkoman leans into the high-octane energy of Japanese animation with its latest campaign, Unleash Legendary: Back to School. In a clever departure from traditional food advertising, the brand reimagines the kitchen as an epic battleground where mundane meal prep is transformed into a heroic quest. Through a seamless blend of live-action technique and kinetic motion, the project portrays a bottle of Kikkoman Teriyaki sauce not merely as a condiment, but as a legendary weapon capable of banishing boring dinners with a single strike. The animation pulses with the spirit of classic anime, utilizing comic-book inspired visual effects and bold typography that crackles across the screen alongside the protagonist’s combat-like culinary movements. Developed in collaboration with agency BSSP and brought to life by the production house Hornet, the creative direction manages to be both humorous and undeniably action-packed. High-contrast lighting elevates the aesthetic, bridging the gap between stylized fantasy and the relatable reality of a young student enjoying a flavor-packed meal at his kitchen table. By fusing CPG marketing with the visual language of modern animation, the campaign effectively captures the attention of a younger audience, positioning Kikkoman as an essential, high-energy companion for busy school nights that demand both speed and, most importantly, legendary flavor.
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