Name: 為什麼企業願意投入大把鈔票拍攝食品廣告？原來是因為這個原因！(Why Food Commercials Cost Hundreds Of Thousands Of Dollars | Big Business | Business Insider)
Uploaded: 2023-02-25T21:01:20.000Z
Duration: 9 min 41 s

There's a bustling operation behind the fancy cameras of food commercials.

在食品廣告花哨的鏡頭後，有個繁華的過程。

It takes dozens of people and a few customized robots to make a burger look this juicy.

需要幾十個人力和定製機器，才能讓漢堡看起來如此多汁。

As far as the work we do is incredibly complex, very technical.

我們所做的工作非常複雜，技術性很強。

Steve Gerald has filmed commercials for big brands like Hershey's, Hines, and Pepsi, through his production company, the garage.

Steve Gerald 的廣告製作公司 The Garage 幫好時、漢斯和百事可樂等大公司拍過廣告。

Filming 1:32 ad can cost hundreds of thousands of dollars, and they're working against the clock because they use real food,

一支 1 分 32 秒的廣告可能要價數十萬美元，而且拍攝分秒必爭，因為他們使用的是真正的食物。

We visited Steve's studio in Brooklyn, New York to see how his team films the perfect burger.

我們拜訪 Steve 在紐約布魯克林的工作室，了解他的團隊是如何拍攝完美漢堡的。

Today, Steve and his team are working on a test shoot for Burger King.

今天，Steve 和他的團隊正在為漢堡王進行試拍。

They'll use it to try and land the client.

他們將用這次試拍成品吸引客戶。

Brett Kurzweil is a veteran food stylist.

Brett Kurzweil 是資深食品造型師。

It's his job to make the burger look like a whopper.

讓這個漢堡看起來像華堡是他的工作。

He usually has a budget of a couple $1000.

And he always buys a lot more than he'll use, so he can pick out the perfect looking bun, patty, and veggies,

總是會多買一點食材，這樣他就可以挑出完美的麵包、肉餅和蔬菜。

Then, he gets to work, but he doesn't cook the meat all the way through.

接著就開工了，但他不會把肉煎太熟。

Because I didn't want it to shrink too much.

因為我不想讓肉餅縮得太誇張。

I wanted to get as much volume out of this piece of meat as I could get.

我想盡可能讓它看起來厚實一點。

即便是完美的肉餅也需要畫龍點睛。

So he uses a color made of gravy darkener and soap to add a charred look.

因此，他會用由肉汁增色劑和肥皂製成的顏料來增添焦黃的感覺。

He only has to paint half the burger because the camera films from just one side,

他只需要畫一半的漢堡，因為攝影機只會拍一側。

a mixture of Vaseline and pulverized meat helps fill in any holes.

而凡士林和肉粉混合可以拿來填補凹洞。

And those grill marks, another trick of the trade.

Brett heats up metal skewers, and then...

I just pushed into the burger with the hot metal, and it seared.

用高溫金屬串貼在肉餅上，焦痕就出來了。

Next, he melts the cheese, using a clothes steamer.

接下來，他用蒸汽掛燙機融化起司。

How did you change it to make it for food?

你是如何想到用它來弄食物的？

I just chose... I just said, you're for food, but I also, I'm trying to control how much comes out.

就是想到了，我也努力控制蒸汽的量。

He cuts the onions and tomatoes on a slant,

I think you would have been a really good surgeon in another life.

你如果不當食物造型師會是個技術精湛的外科醫生。

Well, yeah, my mother would have been happier.

Some other tricks, denture cream to hold up ingredients.

另外一個技巧，假牙黏著劑能固定食物。

For condensation on cans, we'll use glycerin.

鐵罐上的水珠，我們會用甘油。

對，不要那麼多，太遠了，太遠了。

While Brett finishes up, Steve's team is making sure everything is ready on set.

在 Brett 完成工作的同時，Steve 的團隊正在確認一切準備就緒。

The trickiest part is combining what the client wants in the commercial with what's technologically possible.

最棘手的部分是要結合客戶的廣告需求與技術上的可能性。

But since today he's working on a test shoot, he just has to implement his own vision.

但由於今天只是在試拍，他只需要實現自己的構想就好。

I be one of those people that wears the protection.

Then, he turns to master rigger, Matthew Huber.

接著，他求助於裝配大師 Matthew Huber。

He says half the time he has to build the rigs completely from scratch.

他說，有一半的時間，他都必須從頭開始建造裝置。

They provide the structure for the specialized equipment that makes food dance across the screen.

他們提供了讓食物能在螢幕上躍動的專門設備的結構。

His work goes hand in hand with the robots.

The robot obviously is a hugely complicated and expensive thing that's used for a lot of what we do.

機器人是個非常複雜且要價不菲的東西，被大量用於拍攝過程。

But if you only just need a straight line movement, pulling back,

但如果你只需要直線運動，向後拉，

it's easier to set up a simple machine that just does a single type of movement.

那麼設置一台只做單一運動的簡單機器其實很簡單。

Like these air pistons he uses to launch food or these catapults.

就像這個他用來發射食物的氣閥活塞，或是這些彈射器。

To save on buying new parts he uses a lot of the same base pieces.

為了節省購買新零件的費用，他重複使用了很多基礎零件。

It's like Legos, you know, just put stuff together, take it apart, do something different with it the next time.

這就像樂高，把東西組合在一起，拆開，下次再用在別的地方。

So, we've used, like, all of these pieces probably like hundreds of times.

這些零件我們大概已經用了數百次了。

Meanwhile, Paula Andrea Ramirez is finalizing the set from the tables to the ketchup bottles off to the side.

與此同時，Paula Andrea Ramirez 正在收尾現場佈置，從桌子到一旁的番茄醬瓶。

So, if it's blank, it won't feel like it's... it's a real commercial kitchen.

如果背景空白，就不會讓人覺得這是… 真的餐廳廚房。

Every inch visible to the camera matters.

So Paula's team built this tile wall just for this shoot, but they said it still felt empty.

Paula 的團隊專門為這次拍攝建造了這面瓷磚牆，但他們說還是感覺牆很空。

So we just added this new, these two floating shelves up there.

所以我們加了這兩個新的層架。

We plan for something and then we just have to be ready for the unexpected.

我們籌劃好，然後隨時做好準備，應對意料之外的事。

Her typical props budget is $40,000 a shoot, but she can pull a lot from her personal collection.

她一般的道具預算是每次拍攝 40,000 美元，但她可以從她的個人收藏中拿出很多東西。

This has been 20 years of collecting, and this is like, Salvation Army, Garage sells, years and years of hoarding.

我已經收集 20 年了，從救世軍、車庫出售集來的，年復一年的囤積。

So, if you're shooting example, glass of soda, I need to have at least six of the same glasses for quick changes if they're scratched because this video.

比如拍汽水廣告時，我需要至少六個一樣的玻璃杯，拍攝時如果刮傷就可以快速更換。

-So it's a little bit one breaks. -One breaks. -Exactly.

-所以有點像是... -如果有個破掉。-沒錯。

So, when that burger arrives, it's game time.

當漢堡抵達現場，是時候開拍了。

-我得去片場。 -耶，漢堡來了。

Can we melt the cheese a little more? Get a little heat in there.

能把起司再融化一點嗎？ 加熱一下。

Today, they have custom built water cooled lights that don't torch the food.

今天，他們定制了不會把食物烤熟的水冷燈。

We used to have to have, like, these really hot lights that would like cook the food and it would die really quickly.

我們過去用的是溫度非常高的燈，會烤熟食物，食物很快就不能用了。

So like the ice cream would be, like, impossible to shoot in slow motion because it would just melt the second he turned the lights on.

所以我們就不可能用慢動作拍冰淇淋，因為冰會在開燈的那一刻融化。

But that lettuce will start to wilt in a matter of minutes hot lights or not.

但不管有沒有熱燈，生菜都將在幾分鐘內開始枯萎。

So quick moving robots and tons of planning are essential to keep a shoot on schedule because any delay could mean running over budget.

因此，能快速移動的機器人和大量的計劃對拍攝如期進行至關重要，因為任何延誤都可能意味著超出預算。

The first action uses the dolly zoom to create something known as the Hitchcock effect.

第一個鏡頭使用滑動變焦來創造「希區考克效應」。

But the whole background is like warping around it.

整個背景就像在漢堡周圍扭曲一樣。

Hugh, the robots, they're actually the same kind that build cars.

這些機器人其實跟製造汽車的機器是同一種。

This robot cost $150,000 and it can pretty much do any move you can think of.

這機器人要價 15 萬美元，幾乎任何你能想到的動作它都能做到。

Sometimes, you can program the robot pretty quickly,

有時，給機器人編程可以很快。

Here's the second shot, Steve envisioned the camera moving through a field of burgers as each gets pulled out of frame.

第二個鏡頭，史蒂夫的構想是讓攝影機在漢堡中移動，而漢堡依序被拉出畫面。

We're probably only, like, an inch and a half away from that burger when we land.

拍攝時，攝影機離那個漢堡的距離可能只有一英寸半。

So to try to do that with people would be almost impossible.

人要做到這件事幾乎是不可能的。

It's a really complex move that the robots do really easily, and they do it the same exact way every time.

這是個非常複雜的動作，機器人卻很容易做到，而且每次可以做的一模一樣。

If a burger is even a centimeter off or if something on set gets bumped between takes, they might have to start over.

如果漢堡偏離了，即使只是一厘米，或在拍攝之間東西被撞到，他們可能不得不重拍。

This laser helps them keep track of the burgers position.

這種雷射能幫助他們定位漢堡。

They also have to be really flexible on set.

在片場，他們也必須足夠靈活。

There's always curveballs that happen because there's a lot of problem solving, which I love.

總是會有插曲，得解決很多問題，我挺享受的。

For the last shot, Steve ties all the ingredients on a fishing wire,

最後一個鏡頭，Steve 把所有食材都綁在一根釣魚線上，