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Reintroducing a global icon on the world’s largest stage by fusing macro CGI with ASMR-inspired sound design to evoke pure indulgence.
We treated caramel like a living substance. Through extensive R&D, we adjusted viscosity and refraction frame-by-frame to achieve a hyper-tactile finish.
Using layered lighting passes, we mimicked the behavior of liquid gold under studio conditions, creating a texture that feels fluid and magnetic.
The goal was to blur the line between photography and simulation. We focused on the minute details—the gloss, the stretch, and the way light catches every curve.
This obsession with macro-details ensured the caramel felt alive and organic, triggering a physical response that transcends the digital screen.
Premiering during the 2024 Super Bowl, the campaign set a new benchmark for CGI food advertising and driven record engagement.
By focusing on the sensory experience of the "Big Cup," we transformed a technical simulation into a visceral craving, proving that precision is the key to appetite appeal.
From massive Times Square takeovers to high-octane Super Bowl spots, the campaign reignited national love for the Reese’s brand.
The final output is a celebration of indulgence—a fast-moving visual journey that pairs the high energy of the "YESSSSSS!!!" campaign with a high-fidelity look at the product.
Client - Reese's
Creative Director - Fons Schiedon
