For years, the fast food industry has used the burger drop effect in their advertising, showing each layer of a burger falling from the sky into calorie-rich perfection. Nowadays, CGI is the norm, but Director Steve Giralt still prefers to do things the old fashioned way. Surprisingly, it takes a lot of tech to do a proper burger drop.
His process involves a machine known as the “Precision Arduino Timing Relay Imaging Controller”, or “P.A.T.R.I.C.”, which performs precisely timed drops, and even produces ketchup and mustard collisions filmed in mouth-watering slow-mo.
Despite the use of such a complex piece of equipment, the shoot still required multiple takes and a fair bit of luck to get everything to fall into place as desired. Check out the behind the scenes video below.