Case study 11FMCG, chocolate and confectionery2026
Darrell LeaThree new products, no photographs, ten days
Darrell Lea had three new chocolate products, a national launch window and no asset library. The physical samples came to us in a box. More than 30 static and motion assets went back out in about ten days.
- Client
- Darrell Lea
- Campaign concepts and scripts
- Supermassive
- Products
- Rocklea Road Bites, Strawberry Matcha Balls, Coconut Rough with Cookies Block
- Collaboration
- H2COCO, on Coconut Rough with Cookies Block
- Timeframe
- Approximately ten days
- Output
- More than 30 static and motion assets
01The ask
The client and the ask
Darrell Lea has been making confectionery in Australia since Harry Lea started selling it from a cart in Sydney in 1927. It now sells through the major supermarkets, independents and international distribution. In 2026 it launched three new products: Rocklea Road Bites, Strawberry Matcha Balls, and a Coconut Rough with Cookies Block made with H2COCO.
The launch had to run through shopping centres, supermarkets, out of home and digital. Supermassive developed the concepts and scripts. What did not exist was any usable picture of the products. They had only just been manufactured, never professionally photographed, with no render library to work from. We received some of the first physical samples in existence.
So the job was to get from a box of chocolate to a finished multichannel asset suite inside a national launch window of about ten days. With food that is harder than it sounds. A golf ball and a tennis ball are the same size and nobody confuses them, because texture reads instantly. Get the scale or the surface of a matcha ball wrong and the client sees it in a second, and so does the shopper.
- 3New products, launched together.
- 30+Static and motion assets delivered.
- 10Days, from physical samples to the finished suite.
02The approach
Four steps, from a box to a campaign
- 01
Take delivery of the products
Darrell Lea sent the physical samples. Supermassive supplied the campaign concepts and scripts, including the intended motion sequences and what each channel needed.
From there the work was to decide what had to be photographed, what digitised and what each execution required. Ten days does not leave room to discover that later.
- 02
Photograph, then digitise
The products were photographed in our studio from multiple angles and in different reference contexts, including in hand, so scale against other objects was recorded rather than guessed.
Those photographs were then converted into reusable digital product assets. The point was to keep the appearance of the physical sample while making it possible to place the product in new scenes, view it from new angles and put it in motion.
- 03
AI conceptualisation
With accurate products in hand, the approved concepts were produced as motion and stills. The Strawberry Matcha Balls sequence is the clearest example: it opens on the strawberry centre, brings the chocolate down over it, closes the matcha shell around it, then breaks the whole thing open into the finished product.
That is a story about layers and texture, and close to impossible to shoot. It is also why this approach was the right one. Not because it makes images quickly, but because it can show the inside of a product that came off the line a week ago.
Darrell Lea reviewed it closely and gave detailed feedback: size, surface and internal texture, colour against the sample, whether the product sat naturally in the scene, whether it looked appetising. The assets were refined until the digital product matched the one in the box.
15sMotion executions, built out of the digitised products.
- 04
Adapt across the channels
Approved creative was extended into the static, motion, retail and out of home formats the launch needed, across multiple dimensions and placements.
More than 30 assets covering three product launches were completed in approximately ten days.
03Results
What Darrell Lea got
More than 30 static and motion assets for three products, covering shopping centres, supermarkets, out of home and digital, produced from a standing start with no existing asset library. The products released through leading retailers nationwide in May 2026.
The content could do something a packshot cannot. Ingredients coming together, chocolate pouring and setting, product layers, surface texture, a cinematic reveal, all built for large screens in retail environments where you have about a second to be understood.
Darrell Lea reported being very happy with the finished work and said the campaign performed well. They found the production more engaging than a traditional shoot, faster and more flexible, and suitable for future launches. No campaign analytics were supplied, so that is a qualitative outcome rather than a number, and we are not going to dress it as one.
04Where it goes next
Send us the product
The digitised products are reusable. Seasonal ranges, limited editions, retailer specific creative, short form video, ecommerce content: each can start from the assets that already exist rather than a fresh shoot, subject to the agreed production approach and asset rights.
The model travels to anything physical. Food and beverage, cosmetics, packaged goods, consumer technology, homewares. Send the product, we photograph it, digitise it and build the campaign around the real thing. We also work with partner photography studios around the country when it suits the job better.
- 30+Assets across three products.
- 10Days, start to finish.
- 2026Launched nationally.