Concept & Creative Treatment: Mahita Manikandan
Direction: Saba Gaziyani
By the time Burger King India launched Korean Spicy Fest, Korean food was everywhere — grocery aisles, social media, everywhere. They were the first QSR to do it properly, nationwide. A La Carte Pictures made the product films.
The brief needed a visual world that felt Korean without being costume-y about it. This was a cultural moment for Burger King India — their biggest new menu launch in years. The films had to match that.
The background treatment reference I suggested answered the brief — Korean, high energy, but all about the food. Dark red-black surfaces, dramatic lighting made the food pop and shine.
High contrast, close on the product, always moving.
Season 2 launched the following year with kimchi added and an expanded menu. I suggested a new colour palette and lighting direction for it. Saba ma'am ran with it beautifully.
All four films delivered and approved.
The background being these moving neon patterns was my idea. I still kind of can't believe something I suggested actually made it into the final films.
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