Melt Burger: a Meta ad on a recovery budget
A local burger shop needed an ad that stopped the scroll, right after losing money on its earlier campaigns. There was no budget left for a motion designer, so we used the AI-native motion pipeline I built and shipped a short, simple film. Return on ad spend went up 20%.
- +20%
- return on ad spend
- 17 s
- one film for Reels and Stories
- 0
- shoot days or studio fees
- AI-native
- motion pipeline, built by me
The brief
A neighbourhood smash-burger shop in Istanbul. Its earlier ads had lost money, so the next one had to work, and it had to be cheap to make. A motion studio was out of the question.
The idea
Three words, three shots: Smash. Melt. Overflow. The patty hits the griddle, the cheddar melts over it, the burger stacks itself layer by layer with every ingredient named, then the brand and a single button: order now. Food sells on texture, so the film is nothing but texture.
How it was made
I wrote the storyboard, generated the food shots one by one against it and threw away everything that did not look edible. The type, the timing and the end card were set in code by my motion pipeline, then cut to sound for Reels and Stories. No shoot, no studio, no stock footage.
The result
The new ad lifted return on ad spend by 20% against the shop’s earlier campaigns, on a budget that a motion studio would have spent on the first meeting.