ARCTIC X
Picadeli is a global leader in digitized salad bars, and with the launch of Arctic X, our mission was to create a product film for a global market. The goal was to convey a strong sense of the future and innovation, rather than just showcasing a new machine. To capture the right high-tech atmosphere, we worked with a cold, high-contrast aesthetic and moving light sources. By letting the light sweep across the exterior, a dynamic interplay between highlights and shadows was created. With smooth crane shots and extreme close-ups of circuit boards and advanced cooling systems, dramatized with blue backlighting and smoke, we gave the viewer a cinematic look into the inner workings of the hardware.
The major challenge lay in visualizing the invisible, namely the salad bar’s built-in intelligence. How do you actually film AI? The solution was to work with integrated digital animations that interact with the live-action footage to bring to life how the machine senses and analyzes its content in real time. By seamlessly weaving these graphic elements together with the user interface, we illustrated the digital flow in a visually engaging way, without getting bogged down in technical specifications.
The result is an atmospheric production where advanced film craft and motion graphics meet to solidify Picadeli’s position at the absolute forefront.
