How to film a burger falling “per-fect-ly” into a model’s hand: Chuck Studios explains all

Making the food look edible

We humans are really, really good at determining what is edible and what is not. Evolution has programmed us this way. So if something is wrong with food, we tend to shy away and avoid eating it. This is why we hardly use computer-generated images. We feel that oftentimes humans can tell if something is real or if there is a computer involved. And the minute viewers feel a computer was involved, we simply sense it wasn’t grown or bred. We’re like rappers – we keep it real. And it is also much more fun. We create the circumstances in which “lucky accidents” happen. Little droplets, little unexpected dynamics, particles that fly away; it all adds to the sense of realism. And fun!
You’ll understand that cauliflower may need a completely different approach to chocolate or whiskey. Yet still, there are many commonalities. Firstly, the food has to look tangible. Like you can eat if off the screen. Our brains simply do not know the difference between delicious food and an image of delicious food. The response of our reptile brain is the same: I WANT IT NOW.
How do we do that? Our main instruments are shape, colour and texture. We reveal texture with specific lighting techniques. A swirl of sumptuous dark chocolate looks more velvety and creamy with a soft blanket of light.

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