Overview
We’re calling all visual tinkerers and sensory lovers: it’s time to create your ultimate food moment — but in ASMR form.
Pick a dish you love — any dish — and bring it to life from scratch to plating. From the first ingredient drop to the final swirl on the plate, every motion should feel close, textured, delicious. The goal? To make your audience feel, taste, smell the food, not just see it.
This isn’t a recipe video. It’s an ASMR experience for ads. A scroll-stopping short film that focuses on the crackle, the pour, the sizzle — sounds and sights that make you hungry.
Creative Task
Make a 15–30 second short video using AI where you visually narrate how your favorite dish comes together — using sound-driven, tactile visuals. Capture the making-of in a way that’s designed for ad-friendly b-roll: sharp details, slow shots, and layered sounds.
Think:
- The crunch of lettuce being chopped
- The hiss of garlic hitting oil
- The splash of soup being ladled into a bowl
- The final crack of sea salt on a plated dish
Use AI tools to elevate the ordinary into visual texture. It should feel stylized, branded, and sensory.
What to Focus On
- Sound-forward moments: slicing, cracking, searing, pouring
- Macro visuals: close-ups, texture, contrast, steam, motion
- Lighting: soft, creamy, or dramatic lighting to add richness
- Flow: Think of the pacing — from raw to cooked to plated
- Mood over recipe: this is about feel, not food accuracy
Technical Tips
Use Veo3 directly or control the look of your scenes by generating image first then generating it on Veo3.
Output & Posting
- One short-form video (15–30s)
- Post this up on Gradual channel
Post it to LinkedIn with:
- A short caption (e.g. “I’ve never been more obsessed with a soup sizzle.”)
- Tags: @Pencil @The Brandtech Group #ASMRFoodFilm #AIcreative #PencilMakers
Creative Goal
We want to show how ASMR and AI can elevate everyday dishes into cinematic food content — the kind of b-roll brands would fight to license. Rich, rhythmic, and a little indulgent. Make us hear the food before we even press play.
Submissions
Please use this forum link to submit your competition entries. Deadline is on the 26th August 2025
