For Hellmann’s, we focused on one simple truth: when food is this good, reactions do the talking. The squeeze, the drip, the bite and that unmistakable ‘mmmm’ moment that follows. Hellmann's brings the sauce.

Together with our friends at Wasserman and Hellmann’s, we created a Social+ campaign built to live naturally in-feed, while raising the bar on look and craft. Shot on location in Poland, the challenge was clear: create sunny, outdoor BBQ energy in the middle of winter. We built a full BBQ world indoors and made it feel warm, effortless and real even with snow and freezing temperatures (-15) outside!

To make it work, we ran a tightly choreographed two-day shoot with two complete units, each with their own crew. Every move was planned to the minute, allowing us to switch seamlessly between sets, dishes and players without losing momentum.

Featuring Olivier Giroud and Lucas Podolski, the campaign blends football energy with food obsession. Close-up textures, ASMR moments and expressive bite reactions turn everyday dishes into content built to loop, replay and adapt across markets.

The result: 47 unique assets, ready for local use, with tailored add-ons. A complex production puzzle, made possible by intense preparation and the commitment of our family at Warsaw Production.