Flying Food

Budin's Impact

Albert Budin revolutionized food advertising by transforming static images into dynamic, sensual experiences. Harry Drennan, who worked closely with Budin, describes how he introduced a new visual language that made food appear tantalizing and desirable 1. Budin's techniques, such as the prep shot and hero shot, created a sense of hunger and craving in viewers.

His real thing is just food in itself. Its essence is really sensual. You know what I mean? If you see a hamburger commercial, you really want to eat a hamburger, and that's the point of it.

--- Harry Drennan

Budin's work with high-profile clients like McDonald's and Coca-Cola set a new standard in the industry, making food advertising more engaging and effective 1.

   

Modern Transition

Tabletop advertising has evolved significantly since Budin's era, with a shift towards realism and authenticity. Anthony de Roberts, a special effects technician, highlights how modern directors like Nick Fugelstadt aim to capture food in natural settings, moving away from Budin's fantastical dreamscapes 2. This approach reflects a world saturated with food imagery, where authenticity is key to engaging viewers.

I would say the number one rule in food advertising is that the first taste is always with the eyes. So you're trying to create a shot that makes somebody's salivate.

--- Terry O'Reilly

Despite these changes, the core goal remains the same: to make viewers crave the food being advertised, ensuring the effectiveness of these costly productions 2.