HI-CHEW - World of Flavour

3D VFX/Compositing for HI-CHEW World of Flavour Campaign

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Sector

Commercial

Client

HI-CHEW USA

Service

3D / Compositing

Year

2025

THE CHALLENGE

HI-CHEW approached us with a challenge: to find a fresh and bold way to bring their world of flavors to life through whimsical 3D animations. With the launch of new flavors and updates to their product designs, HI-CHEW required a grand debut on the world stage through a 30-second commercial campaign. The task was to create a key visual that not only represented their innovative flavors but also communicated the fantastical world each mix pack offered through the language of 3D animation. The refresh required an emphasis on the brand’s key role as a cultural ambassador, blending Japanese craftsmanship with international appeal.

OVERVIEW

Through multiple iterations of the animations, we ultimately landed on an explosive medley of key ingredients woven throughout the scene. The Dessert Mix Pack room is set inside a fantastical dessert shop, where key lime pies, candy apples, and strawberry ice cream are on display.

OVERVIEW

BEHIND THE SCENES

After meticulous rounds of feedback, I collaborated closely with the director to conceptualize and produce a virtual set that matched the mood board and the refresh’s initial ideas. We rapidly developed multiple iterations of the room and explored a range of color palettes, decorative elements, textures, and lighting.

During the shoot, I served as the on-set VFX supervisor, ensuring the set featured proper tracking marks, that the Bolt’s camera movements aligned with our 3D scenes, and that the lighting matched those scenes.