How robots made this food commercial look effortless

Publisert 14. okt.. 2020
Creating the perfect food commercial isn’t just a matter of great styling and a mouth-watering dish. Sometimes, you need a robot.
Steve Giralt is a “visual engineer.” Check out his Instagram for more:
The team that built this rig shares amazing BTS as well.
Or explore his website as he starts working on educational content about his work:
Giralt began his career as a stills photographer, but he saw potential for more thanks to his hobbies in engineering. A new discipline was born: visual engineering, using robotics, advanced camerawork, and a lot of creativity to create moving images that have never been seen before. His Smores have lit up Times Square, and, in the video above, you can watch how he uses trial and error (and more than a few robots) to drop the perfect lime.
Giralt’s toolkit includes Arduino programming, Maya, welding, epoxies, super-expensive cameras that can shoot incredible slow motion, and a lot of elbow grease and ingenuity. This form of commercial art shows how technology can make incredible images happen - and you don’t always need computer graphics to do it.
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  • Can the robots do this to my cooking?

  • Good luck doing this with your phone camera

  • Wow.

  • just do it in cg

  • The editor of this video is dope.🔥🔥🔥

  • I know for a fact that Steve is one of those people on SkillShare that all these NOlongrs are talking about... OK I GET IT NOW LINUSTECHTIPS

  • Technically this video is also an AD.

  • Honestly didn’t think twice about those kinds of ads, it’s so typical to see lol

  • 1:40 dog: help my please

  • Can you test the rig with the 12 Pro Max please.

  • I like the Minecraft music in the background.

  • A whole lot of expense and effort. Wasted on "anti-consumers" who reject commercials, run filters and adblocks, etc. The more they want to sell it, the less you need to buy it.

  • Jesus loves you, so consider him today! You don’t know how much time you have left, so don’t put it off until tomorrow. (^ω^)

  • Does anyone know what the name of the song is at 0:30 - 0:40?

  • Fascinating

  • Especially the ad you just watched.

  • 0:33x.

  • Sooooo no robots were actually used in the Jack Daniels commercial?

  • Wow I didn’t expect to be here today but I guess my recommended didn’t disappoint

  • This job is such a weird mix of passions. No one plans to get into this type of career. They stumble into it!

  • cant this done in 3d in less time

  • Perfect.

  • I just might buy it 🧐

  • Is this the best use of precious resources?People will buy junk,regardless of fancy ads.Delusional,but we can,so we will.Not really going to save a life or anything.

  • Poison drink commercial?

  • I need share this video to client who always many expectations for their video ads but just wanna pay us very cheap price.

  • I really have to double take when I saw the channel name

  • We take commercials for granted


  • Robot mix with machine and people. Science etc.

  • Oh huh, I always assumed those kinds of effects were achieved through 3D animation. I couldn't put my finger on it, but there was something in the physics that weren't right. I wonder which would be harder to achieve.

  • All this for less than 5 seconds.... Thats commitment and enthusiasm...

  • Lol, thats what you get for complaining when you get asked to do stuff by your boss, you get replaced by something that just does what its told, a robot.

  • And about 5 people went on to buy a Jacky after that 😂👋

  • They needed a machine to drop a lime...

  • A food stylist?! Omg I love 21th century

  • Cool!

  • wish you went more into detail on how they ice and clarity got improved, was that just lighting?

  • Why not use CG ?

  • Anyone else thought the video would be about an AI that photoshopped the video?

  • How ridiculous is it that I couldn't even find the full-length version of this Ad? Is it US-only? I was seriously about to go and watch and advertisement intentionally and couldn't find it. Your loss!

    • A new challenge for Daniel Schiffer

  • Our “ corrections “ in the USA, is basically a “ time out “ similar to a kindergartner’s punishment. Perhaps Steve can propose we implement a system like Finland, where inmates learn a trade, and attend therapy while they are incarcerated; given a purpose in life.

    • @Ailsa Ni what are you talking about?

    • I'm shook!!!! Gotta love commercials and the creatives behind them though!

  • I love Vox. Even their ads are fascinating

  • i thought the video was an ad, then realised it was the actual video when i couldn’t find the skip button.

  • I love it when you guys make videos like this! Very interesting 👍

  • i think it does in present and manipulate you, huh?

  • am i think they use cameras all around advertising since its wayyy cheaper than our company's business projects.

  • 5-Minute Crafts looks great!

  • Look at all the money spent to essentially lie! How many people are staffed there on the rig of death? Is that even the drink being advertised?

  • why didn't they use cameras all around it and just connect the image in blender?

  • I mean, they kinda just yeeted past the food stylist’s contribution there, at 5:03 ...

  • I can’t wait until the robots can speak for themselves

  • Wait, 'I also want to learn all the things' 😅

  • These things can be done more easily in cg

  • What’s the song at 2:50 pls

  • I'm shook!!!! Gotta love commercials and the creatives behind them though!

  • A new challenge for Daniel Schiffer

  • Hmm, what’s the cost difference if you do the entire thing with 3D models and animators? I’m imagining this could’ve costed way more- but I don’t know

  • this looks like something michael reeves would build but replace the camera with a tazer and the background with toast’s face being tazed

  • 2:51 what song?

  • Idk about others, but I deliberately fast-forward through ads when they’re in the videos themselves. So while this is informative, just knowing it is an advertisement, I inadvertently feel the urge to disengage with the video because I feel my attention is being cheated.

  • Wholesome content ☑️

  • “Hmmm... not so sure about this one” hit different

  • As a senior ME student doing senior design, I’m disgusted with my self.

  • Thank you for letting me know which part was the camera

  • I heard Blockheads music. The Blockheads game

  • Hello

  • "download initiated.." I think I heard that somewhere...

  • Motion graphics is truly dead

  • So this is what Harry Crane moved on to after Mad Men finished...

  • 0:28 Music is Gymnopedie No. 1

  • Beautiful love u.

  • >8O

  • I don't like the sponsored Verizon segment because it actually sounds like you think it is something consumers should buy a phone for. It isn't. Nothing of 5G is of benefit to consumers that can't be provided with better 4G.

  • Song at 0:29

  • I like how I got another Jack Daniel's ad on this video

  • I challenge MKBHD to make a smartphone shot that rivals this artistic shot.

  • Come on Vox! This is an alcohol commercial. It won't have been another matter if it wasn't an 18+ product. Naughty Vox!

  • You didn't put enough ice

  • all this work for "hehe funny lime go splash"

  • Wow that machine looks absolutely bizarre

  • This is so cool

  • Fox

  • What is the sound track at the half of the video?

  • Get a hold of General lift in El Segundo Ca for your next camera rig.

  • 5g huh?

  • Plz stop using old memes

  • He’s like big Ed’s good twin.

  • Does vox just made me watch an 8 minute ad? yes

  • The slow mo guys did the rig, but slower and thus much bigger.

  • I feel like a programmer or electrician would have helped, they coulda figured out the camera stop and lights better, like do you need to mount the lights on the rig?

  • Amazing

    • This is honestly so interesting to me.

  • The machines were paid actors, literally.

  • i never thought a spinning lemonade would entertain me this much

  • big yikes on the 5g ad

  • Hey look it's chubbier version of Ryan Reynolds!

  • That robot aimbot

  • "How robots made this food commercial look effortless" ROBLOX: First Time, Huh?

  • All the money and energy spent that could have been done on Maya in a day's time. They want to influence you, control you, and manipulate you. And we let them.

  • I really love that advertising compared to what we have in the UK, all we hear is " lelly Kelly the shows that breeze oh yeah" 🤣