Case study 01Snack food2026

BhujaOne shoot day. Every backdrop built.

Bhuja's 2026 relaunch was the brand's first ever above-the-line campaign. Actors were filmed in a single day on a controlled set in Sydney, and every cinema, beach, laneway and backyard around them was built with AI.

Client
Bhuja, by Majans
Campaign
Real Food. Bold Crunch.
TVC production
CRATER
Our role
AI environments, out-of-home motion
On air
From 1 October 2026

01The ask

The client and the ask

Bhuja is the Australian-made snack inspired by Indian street food, sold through Woolworths and Coles. In 2026 the brand relaunched with a new logo, bold new pack colours and its first ever above-the-line campaign.

The TVC had to move through cinemas, beaches, city laneways and backyards without a shoot day in each location. The cast was filmed on a controlled set in Sydney in a single day, and every environment around them was built with AI, finished with an anamorphic, hazy film look so it reads as one shoot.

Alongside the TVC we made the relaunch's out-of-home motion: silent, product-first transit screens built around the new packs and Asha, the Bhuja girl.

A couple dancing down a graffiti-lined city laneway, from the Bhuja TVC
The laneway: cast on set, the street built with AI.

02Set to screen

On set, then on screen

Drag across the frame to compare

The same shot finished, with a sunlit beach and ocean built around the pack and eskyA Bhuja Original Mix pack on a beach towel beside an esky, shot on set against a dark backdrop

Cast and product were shot on set. Every environment around them was built with AI.

  • 1Live-action shoot day
  • 3Cut lengths: 30, 15 and 6 seconds
  • 3Screen formats: 16:9, 9:16 and 1:1

03The approach

Shoot once, build the world around it

  1. 01

    One day on set

    The cast was filmed on a controlled set in a single day, with Jamie van Leeuwen on set for Absolutely AI.

    Sydney, July 2026

  2. 02

    Every backdrop built

    Each scene's environment was generated and refined around the live action, with an anamorphic lens look and haze carried through every shot so the film reads as one shoot.

    Cinema, beach, laneway, backyard

    1shoot day for every location

  3. 03

    Finished for every screen

    Masters, then 15 and 6 second cut-downs in 16:9, 9:16 and 1:1 for broadcast video on demand and social.

    Masters and cut-downs

  4. 04

    Out of home in motion

    Silent, product-first motion for transit screens: the new packs, the pour and Asha, with the tagline cut out of the frame.

    Transit screens

Two friends on a beach towel with a Bhuja pack and an esky, from the Bhuja TVC
A woman laughing with a Bhuja pack in a sunlit city laneway

04Before and after

Shot on set, finished in AI

The cinema scene, from the live-action plate to the final frame.

05Where it goes next

Real cast, any location

The same model suits any campaign that needs real people in many places: shoot the performance once, build the locations around it, and keep every frame consistent across cut-downs and formats.

It keeps a brand's cast, wardrobe and product exactly as they are while the world around them changes.

Next case studySheridanCustom Comfort, AI campaign production
  • 1Shoot day.
  • 30sHero TVC, plus 15 and 6 second cuts.
  • 2026The relaunch it carried.

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