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Case Study · Campaign — Snacks · CGI

Lay's Magic Masala — 3D CGI Product Commercial

A fully digital, hyper-realistic 3D product commercial built to showcase the flavor and crunch of Lay's Magic Masala — with zero live-action photography.

ClientPepsiCo — Lay's
IndustryFood & Beverage
Service3D CGI Product Commercial
Year2024
The Challenge

What We Were
Asked To Solve.

F&B advertising demands a high level of visual appetite appeal. Lay's needed a premium, high-energy commercial that captured the warmth, texture, and intensity of Magic Masala spices and the iconic crunch of the chip — without a physical shoot.

Creative Approach

The Approach.

Beatnik built a fully digital asset pipeline designed to look indistinguishable from a high-end live-action macro shoot: a sensory-driven journey from raw ingredients — potato slices and a spice explosion — through to the final packaged product, using hyper-realistic sculpting and studio-grade CGI lighting.

CGI & Production Process

How It Was
Built.

Hyper-Realistic Asset Modeling
Every potato asset was sculpted with organic imperfections, using micro-surface displacement and custom subsurface scattering (SSS) textures to capture the exact density and translucent quality of fresh potato slices — matching the fidelity of a high-end live-action macro shoot.
Dynamic Slicing & Particle Physics
Advanced physics simulations handled the high-velocity spiral slicing sequences. The signature spice explosion used a complex, high-density particle simulation to realistically coat each chip in real-time space.
Studio Cinematic Lighting
Ultra-polished, commercial-grade studio lighting emphasized the 'Golden Crunch' of the chips while rendering the reflective, metallic properties of the final packaging — replicating studio-lit F&B photography without a single physical light.
Deliverables

What We Delivered.

CGI Product Commercial
Fully digital 3D commercial showcasing hyper-realistic potato slices, spice explosions, and the final Lay's Magic Masala packaging.
Particle Physics Simulation
High-density particle simulation engineered for the signature spice-explosion sequence and high-velocity spiral slicing shots.
Studio Lighting Setup
Commercial-grade studio lighting designed to emphasize the chip's texture and the packaging's reflective, metallic finish.
Result

The Outcome.

A flagship project for Beatnik's Food & Beverage division: a 100% CGI commercial delivered at 4K with zero live-action elements, giving Lay's a repeatable, cost-efficient production model for future flavor launches.

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