Munchee Chocolate Biscuit
To promote the launch of Casely’s new line of phone cases inspired by Van Gogh’s iconic paintings, we developed a series of stunning 3D videos designed to captivate audiences on social media platforms, primarily Instagram and other social ad spaces.
Campaign Objective
The goal was not just visibility.
The objective was to reposition a mass-market biscuit into a premium, attention-grabbing visual experience using AI-generated realism—without the cost, time, and rigidity of traditional production.
This campaign aimed to:
- Stop the scroll instantly
- Create a “how did they do that?” moment
- Elevate brand perception through cinematic realism
- Test AI as a viable alternative to high-budget commercials
Creative Concept
The video uses AI-generated hyper-real visuals to present Munchee Chocolate Biscuit in a dramatic, cinematic environment—far beyond what conventional food advertising in Sri Lanka typically attempts.
Instead of:
- Studio tables
- Hand models
- Static product shots
The campaign places the product in a larger-than-life, immersive visual moment, making the biscuit feel engineered, crafted, and premium.
This is FOOH-style thinking adapted for FMCG.
Visual Execution (Why It Feels Premium)
Let’s be clear: premium isn’t about polish alone. It’s about believability + emotion.
What Works
- Lighting simulation mimics cinematic food commercials
- Texture realism (chocolate, biscuit layers) is the hero
- Slow, intentional motion creates appetite appeal
- Depth and scale give the product authority
This is exactly why AI fits here: it allows impossible camera moves and environments without physical constraints.
Key Challenges in Achieving Realism with AI Here’s where most people fail—and where this project had to push hard.
1. Unrealistic Textures
AI loves to over-smooth food.
- Chocolate can look plastic
- Biscuit layers can lose grain detail
This required prompt refinement and post-correction to maintain edible realism.
2. Physics & Motion Accuracy
AI visuals break immersion fast if:
- Gravity feels wrong
- Crumbs float unnaturally
- Motion feels weightless
Balancing cinematic drama with believable physics was critical.
3. Avoiding “AI Look” Fatigue
Over-stylized AI instantly kills trust.
The challenge was to:
- Keep visuals grounded
- Avoid excessive glow, bloom, or fantasy lighting
Premium ≠ artificial.