The science, magic and art of making food fly

Global food-specialist creative production company Chuck Studios has unveiled a new interactive photographic exhibit at Pllek in Amsterdam North that takes visitors on a behind-the-scenes journey through iconic food and drink brand advertising.

Chuck Studios creates spectacular moving images for food brands from lip-smacking sauce oozing world-famous burgers to mouth-watering chocolate swirls – and everything else you can imagine in-between. With this exhibit the techniques Chuck Studios uses are showcased bringing to life the way food can evoke emotion through motion. The techniques vary from computer-controlled pneumatics and electromotors to simple tricks with elastic and wire.

The exhibition consists of nine images of the technologies designed by SFX supervisor Willem Vrederick van Haeren and beautifully photographed by Creative Director Kristy Snell. Each photograph is accompanied by a QR code for visitors to experience the end result of the purpose-built ‘rigs’ in action.

“People think we rely on CGI or other visual effects but the opposite is true” says Snell. “We want to do everything for real so we combine old-school mechanical technology with a new-age focus which results in images that feel genuine and look realistic. The spectrum between careful preparation and magic - that’s the sweet spot of Chuck Studios.” 

Visitors to Pllek can expect a visually stunning entertaining and educational journey with works such as “The Bacon Playground” and “The Burger Drop” and “The Wave” on display for all to see and engage with.

“We aim to depend on luck as little as possible" continues Snell. “Instead we create a setting in which ‘lucky accidents’ occur. By combining this with the correct lighting and of course the most beautiful ingredients we orchestrate beautiful choreography time and time again. By working with all of our technology behind the camera we saw that it had its own beauty and decided to proudly show that to the public with this exhibit.”

The free exhibition has opened at Pllek and continues until the end of June at Pllek in Amsterdam Noord T.T. Neveritaweg 58 1033 WB Amsterdam.

Host or Publisher Chuck Studios