A 30-second reel as loud, cheeky and cheesy as the burgers.
Client
Smash Baby
Year
2026
Field
Food & beverage
Services
Brand reel, Motion design, Social cuts
Smash Baby is a smash-burger chain with a cheeky voice. Its brand reel packs the menu, the obsession behind it and three cities into thirty seconds.
The challenge01
Every burger place says "best in town". Smash Baby needed a brand with attitude that still makes you hungry.
The approach02
Pink and butter-yellow fields, heavy type with a hard offset shadow, glitch cuts on the beat and an exploded "build" of the Baby G. The food stays photographic; everything around it gets animated.
The outcome03
The reel works as a menu and an ad at the same time. It is built from modular scenes that can be recut for every launch.
Watch the film
00:00:00:00 / 00:00:30:00
Frames
Every two seconds of the cut. Click a frame to jump the film there.
Palette
Typography
Typography · Archivo Expanded Black
BABY G
Aa Ăă Ââ Îî Șș Țț 0123456789
Archivo
Pack my box with five dozen liquor jugs / Șapte țânțari înfometați își fac veacul.
An extended black grotesk with a hard offset shadow, set tight and loud.
