A burger shop, filmed in the order you experience it.
- Client
- The Fatty Patty
- Type
- Brand film
- Length
- 0:33
The brand
A burger shop has about three seconds to make someone hungry.
The Fatty Patty is a burger shop with a short menu and a strong look: its name in script on the sign, the stickers, the bags and the caps. It needed a film for people who had never been in.
Food films usually open on the finished burger. It looks good, and so does every other burger online.
The idea
Show it being made, and save the burger for last.
What sets a place like this apart happens behind the counter: the bun pressed on the grill, the patty smashed with onions, the shake poured. Customers can’t see that from the queue.
So the film runs in the order of a visit. You walk in under the sign, you order, you watch it being made, and the tray lands in front of you in the final shot.
- Bun
- Onions
- Patty, smashed
- Bun, toasted
Then the tray.
The film
Shot close and cut fast, with the brand in every other frame.
Almost every shot is a close-up: hands, steel, heat and sauce. Between them the brand keeps turning up without anyone pointing at it: the lit sign, a sheet of stickers, a cap on the wall, the bag being packed.
The last shot is the one most food films start with. By then you have watched it being made, so you want it.
