80/20 Burgers & Fries

Overview

A set of short films and campaign images for 80/20 Burgers & Fries. A burger assembles itself in mid air over Lagos's Lekki–Ikoyi Link Bridge, bites and drips are shot up close, street signs point from Accra to Lagos, and a campaign and carousel carry the brand's red and kraft packaging into everyday scenes.

The challenge

Food content lives or dies on appetite and speed. Every piece had to make the burger look good enough to stop a scroll in the first second, stay true to 80/20's red and kraft packaging, and feel rooted in real places in Accra and Lagos.

Approach

1. I directed the imagery and films shot by shot through an AI pipeline, then graded, cut and finished them in After Effects so every piece shares the same warm, saturated food look.
2. The hero film drops each layer of the burger into place above the Lekki–Ikoyi Link Bridge, so the city does the storytelling. The close-up films stay tight on texture: melting cheese, a slow bite, crumbs and sauce.
3. For the signpost pieces I built street signage in 3D in Blender. The signs swap Accra, East Legon and Cantonments for Lagos, Lekki and Admiralty Way, pointing the way from one city to the other.
4. The stills lean on the packaging: kraft boxes and fry cartons on a red classic convertible, paper bags, branded tees and caps, against red backdrops and blue skies.