We had the opportunity to work with Goody, one of the most recognizable and beloved food brands in the Middle East, on a high-impact advertising campaign created specifically for digital and social media platforms.
About Brand
Founded in 1969 in Saudi Arabia, Goody has grown into one of the Middle East’s most respected FMCG food brands. Known for its commitment to innovation, quality, and family values, the brand offers a wide range of products — from pasta and canned goods to sauces, condiments, and kitchen staples. Goody is a household name across the GCC region and continues to lead campaigns that empower home cooks and celebrate food as a joyful, shared experience.
Our Role
As Director of Photography (DOP), I worked closely with the creative and client teams throughout the project — from the early planning and pre-production stages to final on-set execution. We held multiple creative and technical meetings to align storyboards, lighting concepts, and visual language with the brand’s tone and strategic goals. This collaboration helped us shape a visual approach that was clean, appetizing, and emotionally resonant.
The Experience
The creative idea was built around one simple feeling: enjoy the moment.
Instead of creating a polished and overly sterile food commercial, we wanted the campaign to feel playful, energetic, and slightly unexpected. The characters genuinely enjoy the food — and when they take a bite, their heads transform into the product itself, creating a visual metaphor for how good food can simply “blow your mind.”
To bring this idea to life, we combined live-action production with custom 3D product animation. Burgers, fries, and other food elements were first created physically and captured on set. We then photographed each product from multiple angles to build a 360° visual reference, which was used to recreate the products digitally in 3D.
These 3D assets were then animated and integrated back into the live-action footage, allowing the food to become part of the characters and the story rather than simply appearing as a product shot.
A Full-Scale Food Production in the UAE
The campaign was produced in the UAE with a full production team covering cinematography, lighting, food styling, camera operation, art direction, and post-production.
Across 4 shooting days, we created 8 unique video assets for different campaign objectives and platforms. The final content was designed to work across social media, digital advertising, and branded communications.
The Result
The final campaign brought together commercial video production, food photography, CGI, and creative post-production into one visual system. Each asset was designed to work independently while remaining part of the wider Goody campaign.
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