"Crushboss"

Our fourth commercial with SharkNinja, this spot for the Ninja CrushBOSS Kitchen System was built around a single goal: imagery as precise and powerful as the product itself. We built the whole production around the Bolt, a high-speed motion control robot. It let us capture fast, dynamic camera moves and repeat them frame for frame, so every blade, pitcher, and burst of crushed ice lands with a premium, polished finish. Each setup was shot in layered passes: a clean product pass, an action pass with ingredients and liquids, and compositing plates. These were combined in post into seamless shots that have the speed of real food prep and the look of a high-end product spot.

Shot over two days at SharkNinja’s in-house studio in Irvine, California, our highly specialized crew brought a full motion control package into standing sets built right into a working corporate office. Shot design and robot programming were mapped out in pre-production, which let our team move efficiently between setups without compromising the elevated aesthetic SharkNinja expects from every project we deliver together.