AI Workflow
developed through a structured AI production pipeline
The campaign was developed through a structured AI production pipeline rather than direct text-to-video generation.
01 — Brand & Packaging Development
The QARMAZO visual identity was established first.
Branding, logo placement, packaging design, meal boxes, color treatment, and the customization system were developed as controlled assets.
A key packaging detail was the three-level spice selector:
بارد — حار — نار
This later became one of the main storytelling elements of the commercial.
The box was developed in multiple states, including closed, open, partially filled, and fully assembled versions, so the packaging could remain visually consistent throughout production.
02 — Food Development
Each food component was treated as its own visual asset.
This included:
burgers
crispy chicken tenders
fries
onion rings
mozzarella
sauces
complete meal combinations
The objective was not only consistency but food styling.
Textures, crispness, sauce thickness, grill marks, bread structure, and ingredient proportions were refined before animation.
This allowed the video workflow to start from strong food references rather than relying on the motion model to invent the product.
03 — Character Development
A dedicated chef character was developed for the campaign.
The character's wardrobe, restaurant uniform, gloves, sanitary head covering, proportions, and facial identity were established before production.
This character was then reused throughout the different preparation shots to maintain continuity.
The chef was directed like an actor on set.
Each prompt specified what he should touch, where his hands should move, what object he should interact with, and when his attention should shift toward the camera.
04 — Kitchen & Set Design
The restaurant kitchen was created as a controlled virtual set.
The main preparation table was deliberately kept clean and visually simple so different food elements could be introduced shot by shot.
The set was designed to support several camera positions while maintaining the impression that all scenes were happening inside the same QARMAZO kitchen.
Instead of continuously regenerating the environment, the location acted as a reusable visual reference throughout production.
05 — Shot-by-Shot Direction
The commercial was divided into a series of tightly defined shots.
Examples included:
Burger Grill
A close food-focused shot emphasizing heat, texture, and grill contact.
Chicken Tenders
Crispy tenders entering or leaving the fryer with controlled oil movement.
Fries
A seasoning moment designed around texture and food motion.
Onion Rings & Mozzarella
Short preparation shots introducing additional components of the box.
Sauce Pour
Slow, visually satisfying sauce movement with a slight camera push.
Burger Assembly
The burger is constructed layer by layer before the final sauce is added while the top bun remains removed.
Spice Selection
A side-angle shot of the chef physically marking “نار” with a pen.
Reaction Reveal
The camera shifts attention from the box to the chef's face, capturing his reaction after selecting the hottest option.
Final Box Shot
The sauces are placed into the completed meal, the box is closed, the chef exits the frame, and the camera performs a slow overhead zoom-out while remaining locked to the same vertical axis.
By defining the physical logic of every shot, the AI model had less freedom to introduce unwanted actions.
