Food & Beverage
Food & Beverage on Visie covers campaign and product photography for marques spanning fast food, soda, beer, and packaged snacks — including McDonald's, The Coca-Cola Company, Heineken, and Oreo, shot by photographers and food stylists working against the clock before real food and drink lose their appeal under hot lights.
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This week's top Food & Beverage projects
This week's top Food & Beverage projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Got Milk? · Aaron Burr
In a brilliant subversion of the legendary Got Milk? campaign heritage, the Aaron Burr spot leans into the surrealist humor that defined the brand's iconic advertising history. Directed by the team at Goodby Silverstein & Partners, this live-action technique piece transports the viewer into a dimly lit, high-tension historical study that feels equal parts cinematic and absurd. The narrative centers on a man intensely preparing a simple snack of peanut butter on toast, surrounded by meticulous details like leather-bound books and a framed portrait of Alexander Hamilton. The juxtaposition is jarring and delightful; while the setting channels an atmosphere of deep historical gravitas, the inclusion of a blue car in the foreground shatters the reality of the scene. By utilizing soft light to cut through the haze of the room, the creative team emphasizes a moody, dramatic aesthetic that elevates the humor of the protagonist’s singular focus. This CPG project manages to honor the long-standing cultural impact of the Got Milk? brand while infusing a fresh, off-beat energy into its long-running visual language. It is a masterclass in tone, proving that even the most mundane snack-time rituals can become the centerpiece of a high-production creative execution when paired with clever art direction and a perfectly dry, ironic delivery.
Cuisinart · A Work of Cuisinart The Roommates
Cuisinart leans into the unexpected with its latest commercial campaign, A Work of Cuisinart The Roommates, effectively bridging the gap between historical drama and contemporary kitchen utility. By placing a man in full Renaissance-style garb inside a quintessentially modern residential setting, the film establishes a humorous juxtaposition that immediately captures viewer attention. This live-action technique serves to highlight the accessibility of high-end appliances, framing the Cuisinart air fryer as a tool that fits seamlessly into the eccentric, everyday lives of modern consumers. The storytelling relies on the comedic tension between the elaborate preparation of a rotisserie chicken and the grounded, observant reaction of a roommate, creating a relatable lifestyle narrative that resonates within the fast-paced CPG and food and beverage sector. Through careful creative direction from Fallon, the piece maintains a warm, natural color palette that emphasizes the inviting quality of home cooking, turning a simple kitchen routine into a compelling vignette. With production support from Eleanor, Union Editorial, and Harbor Picture Company, the project successfully balances elevated production value with a lighthearted, accessible tone. The inclusion of subtle brand touchpoints ensures that the product remains the focal point while the characters carry the narrative arc, resulting in a memorable piece of commercial content that feels fresh, distinct, and inherently shareable.
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.
Bud Light · The Armchair
Bud Light leans into the communal spirit of gameday fandom with its latest humorous project, The Armchair, a clever spot that highlights the brand’s enduring presence in the world of alcoholic beverages and lifestyle entertainment. The narrative centers on a relatable living room setting where a group of friends, donned in an array of NFL team jerseys, experiences a surreal surprise as former quarterback Peyton Manning makes an appearance. The execution of this live-action technique is both playful and absurd, peaking when Manning lifts a massive beige armchair over his head with effortless strength to deliver a cold beer. Captured with bright, even cinematic lighting that emphasizes a warm, casual domestic atmosphere, the film manages to elevate the mundane rituals of sports viewership into a memorable branded moment. Creative direction provided by Anomaly NY ensures the comedic timing remains sharp throughout, while the production expertise of Biscuit maintains a polished feel that anchors the brand's identity within the broader food and beverage industry. By integrating the recognizable Bud Light beverage fridge into the background, the project effectively balances high-concept storytelling with a natural, grounded aesthetic. The seamless integration of VFX from Royal Muster and Parliament enhances the comedic physics of the scene, ultimately resulting in a vibrant piece of content that feels both authentically human and distinctly elevated for the modern screen.
Liquid Death x goodwipes · Buttler
In a masterclass of unconventional brand synergy, Liquid Death and Goodwipes have joined forces to launch Buttler, a comedic commercial advertisement that subverts the expectations of the CPG industry. The narrative centers on a distinguished elderly man cast as a formal butler, complete with a traditional tuxedo and white gloves, who navigates an otherwise stark and edgy product landscape with impeccable poise. By presenting vanilla-scented wet wipes on polished silver platters, the spot leans into the sharp contrast between old-world service and the disruptive, punk-rock ethos synonymous with Liquid Death. The execution benefits from a polished, high-key aesthetic that captures the intricate textures of the butler’s attire while maintaining the clarity necessary for product-focused retail messaging. Produced by Death Machine, the cinematic live-action technique is bolstered by precise post-production and VFX work from the teams at Ben Conway and Company 3 LA, alongside a sound design by Tyler Beasley that anchors the humor. The result is a memorable piece of brand storytelling that manages to feel both sophisticated and absurd. By subverting the category norms of personal care marketing, the campaign successfully elevates a mundane item into a piece of must-see content, proving that even the most unexpected collaborations can thrive when executed with a clear, tongue-in-cheek creative vision that respects the audience's appetite for authentic, genre-bending entertainment.
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.
Welly · First Aid for When Fun Wins
The First Aid for When Fun Wins campaign for Welly leans into a vibrant, modern aesthetic that reimagines the utility of the standard medical cabinet. By prioritizing a playful yet highly organized visual language, the project transforms everyday CPG first aid supplies into design-forward lifestyle objects. Through a sophisticated blend of studio strobe photography and high-end 3D render CGI, the creative team at Mythology orchestrates a series of fluid, rhythmic animations where tins and bandages interact in a weightless, seamless space. The execution relies on a minimalist framework, utilizing neutral backdrops to allow the primary and secondary color palettes of the Welly packaging to take center stage. Each piece of content—ranging from slow motion product reveals to precise, wide-angle inventory shots—emphasizes the tactile quality of the tins, from their matte finishes to the embossed branding. By employing these cinematic CGI techniques alongside carefully calibrated live-action style movements, the campaign effectively shifts the perception of first aid from a purely functional necessity to an accessible, colorful, and highly stylized consumer experience. The result is a cohesive brand narrative that feels both premium and approachable, demonstrating how thoughtful art direction can elevate even the most mundane household staples into iconic design pieces through structural precision and vibrant, clean-cut visual storytelling.
Jif · Every Jif’ing Thing
In the vibrant new campaign titled Every Jifing Thing, the iconic peanut butter brand successfully reclaims its territory in the competitive CPG and packaged food sector by celebrating the versatility of its product. Moving beyond the traditional slice of toast, this commercial leans into a dynamic and fast-paced visual language that captures Jif in every conceivable culinary context, from the satisfying snap of celery sticks to the unexpected, savory depths of ramen noodles. The execution, brought to life through the collaborative creative efforts of agencies BBH USA and Saatchi & Saatchi X, relies heavily on a high-energy edit that bridges the gap between traditional food advertising and modern, digital-first engagement. By integrating social media UI elements directly into the frame, the film feels both contemporary and deeply relatable, ensuring the brand resonates with a younger, snack-oriented demographic. The cinematography shines through a vibrant, saturated color palette that accentuates the distinct, velvety texture of the product. Utilizing a sophisticated live-action technique paired with moments of slow motion, the creative team transforms mundane snacking rituals into a cinematic experience. The result is a playful, appetizing showcase that effectively positions Jif as an essential, go-to ingredient for modern lifestyles while maintaining the playful, accessible heritage that defines the brand in the broader food and beverage landscape today.
Harry's · 2025
Reflecting on the trajectory of Harry's as they move into 2025, this promotional campaign captures the essence of a brand built on humble beginnings and consistent evolution. Through a narrative-driven approach, founders Jeff and Andy anchor the storytelling, grounding the brand identity in authenticity while contrasting their modest startup origins with current large-scale success. The cinematography effectively bridges this gap, moving fluidly between a minimalist, studio-lit office setting featuring period-specific details like vintage computers and a broader, expansive montage of community impact and product reach. By utilizing a clean, neutral color palette and soft, even lighting, the project achieves a polished, cinematic aesthetic that feels both approachable and professional. The execution, managed by the creative team at Mythology, leans into a lifestyle-focused visual language that prioritizes human connection over pure product placement. This live-action technique relies on deliberate pacing and slow motion sequences to invite the viewer into a moment of reflection, emphasizing the weight of the brand's journey. Ultimately, the film functions as both a celebration of growth and a statement of purpose, stripping away the noise of the competitive CPG and beverage landscape to focus on the enduring relationship between the founders and their audience. It serves as a masterclass in modern storytelling, proving that even as a business scales, the most effective creative work remains firmly rooted in its original, human-centric vision.
Project Ants Coffee · Brand Identity
Ants Coffee establishes a distinct presence in the local food and beverage scene through a meticulously crafted brand identity that balances industrial edge with organic warmth. Conceptualized by Tuman Studio, the brand leans into a minimalist aesthetic, utilizing a restrained palette of muted olive greens, natural beiges, and sharp, graphic blacks. This visual language is consistently applied across a diverse range of touchpoints, from the tactile texture of cotton twill apparel and matte paper packaging to the clean, modern typography found on menu design and environmental signage. The execution effectively channels a neighborhood-centric ethos, characterized by a stylized logo that functions as a structural motif throughout the physical space. Within the cafe interior, Tuman Studio integrates raw material finishes—such as concrete counters, chrome-framed leather seating, and organic branch arrangements—to create an atmosphere that feels both curated and inviting. By emphasizing natural light in its commercial photography, the brand highlights the interplay between its geometric design elements and the layered, urban surroundings of its Brooklyn home. Whether manifesting in a bold A-frame sidewalk sign or the subtle, high-contrast embroidery of a baseball cap, the identity functions as a cohesive system. The result is a sophisticated, approachable brand presence that transforms a local coffee shop into a recognizable social anthill, where every architectural detail and graphic choice feels intentional and grounded.
Swisse · Hysteria
In a bold pivot for the CPG and wellness space, Swisse challenges historical misconceptions of female health with its striking new project, Hysteria. This cinematic short film ditches the sterile, clinical tropes typically associated with health and beverage branding in favor of a theatrical, darkly ironic narrative. Set within an opulent, vintage-styled parlor dripping with flocked pink wallpaper and classical statues, the film leans into an atmosphere of high-concept drama. The aesthetic—marked by the inclusion of elaborate period costumes, intricate pearl necklaces, and vivid red gloves—channels a sense of historical critique through a lens of biting humor. The production utilizes high-end live-action technique and expertly crafted slow motion to accentuate the rich textures of the set, grounding the surreal performances in a tangible, tactile reality. By juxtaposing antiquated medical theories with a modern, defiant energy, the campaign effectively reclaims the conversation around women's wellness. Developed alongside the creative teams at Clemenger BBDO Australia and produced by The Producers, this piece is an exemplar of editorial lifestyle storytelling. It avoids the temptation of the overtly medicinal, choosing instead to lean into a sophisticated, visually arresting aesthetic that captures attention while driving home a narrative of empowerment. The result is a project that feels as much like an art-house film as it does a brand statement, proving that commercial work can carry profound weight when executed with such creative conviction.
Ab Inbev · Cheers To Beer
In the latest campaign for Ab Inbev, Cheers To Beer masterfully captures the essence of human connection centered around the simple, universal act of sharing a drink. Produced by Reset and conceptualized by the agency Wieden+Kennedy New York, the project eschews the polished, overly curated look of traditional beverage advertising in favor of a raw, documentary-like authenticity. The film weaves together a vibrant tapestry of social landscapes, moving seamlessly from the high-energy pulse of a live outdoor music performance to the quiet, moody intimacy of a dimly lit bar. This cinematic approach leans heavily into natural, unforced interactions, allowing the warmth of ambient string lights and deep red accents to define the mood. By utilizing a sophisticated live-action technique interspersed with emotive slow-motion sequences, the creators transform ordinary moments into a celebration of modern lifestyle. The project benefits significantly from the polished editorial work provided by EXILE, while the seamless integration of visual effects by KEVIN VFX and sound design from Heard City elevates the sensory experience. Ultimately, the work functions as a visual ode to social ritual, proving that when the storytelling remains rooted in genuine human experience, the brand message feels not like a pitch, but like an invitation. It is a striking example of how alcoholic beverages can be marketed through the lens of community and atmosphere rather than just the product itself.
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