How robots made this food commercial look effortless

  • By cvbizz
  • November 6, 2020
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Creating the perfect food commercial isn’t just a matter of great styling and a mouth-watering dish. Sometimes, you need a robot.

Steve Giralt is a “visual engineer.” Check out his Instagram for more:
https://www.instagram.com/stevegiralt/

Giralt began his career as a stills photographer, but he saw potential for more thanks to his hobbies in engineering. A new discipline was born: visual engineering, using robotics, advanced camerawork, and a lot of creativity to create moving images that have never been seen before. His Smores have lit up Times Square, and, in the video above, you can watch how he uses trial and error (and more than a few robots) to drop the perfect lime.

Giralt’s toolkit includes Arduino programming, Maya, welding, epoxies, super-expensive cameras that can shoot incredible slow motion, and a lot of elbow grease and ingenuity. This form of commercial art shows how technology can make incredible images happen — and you don’t always need computer graphics to do it.


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