Eleventh Floor — Fribourg smash burger campaign
Brand film · 2026 · Eleventh Floor Smash Burgers
To set Eleventh Floor apart from major fast-food chains through a distinctive film shaped by a protagonist’s transformation at her first bite.
The brief
Give Eleventh Floor a visual language of its own.
Eleventh Floor Smash Burgers in Granges-Paccot near Fribourg wanted a campaign for cinema and social media. The film needed to introduce the restaurant and distinguish it from large fast-food chains through an instantly recognisable brand experience.
How can the first bite become the moment people remember?
The approach
The first bite changes the film.
A protagonist enters the restaurant. The burger arrives, she tastes it, and both her appearance and the visual world shift. That transformation makes the intended experience visible on screen: Eleventh Floor feels like a place of its own.
Ground the story in a real restaurant.
The film opens with an arrival at Eleventh Floor, then establishes its dining room, counter and team. Viewers know the place before the direction changes register.
Make the product the turning point.
The burger is more than a product shot: the protagonist picks it up and her first bite triggers what follows. The edit holds attention on that gesture, then lets the image express her reaction.
Finish with a clear visual identity.
Costume, hair and energy change after the transformation. A product image on orange and the Eleventh Floor signature follow, bringing the sensory story back to the brand.
How it was made
Make the transformation work on screen.
The result depends on precise performance, lighting and costume changes, supported by visual effects and postproduction. The making-of reveals the image, lighting, sound and production work behind the shift.
Behind the scenes
On set.
From the camera monitor to the lighting setup, these images show how the crew built the transformation inside the restaurant and prepared the exterior shots.
The finished film
A 30-second spot and its 15-second cuts.
The film introduces the restaurant, makes the burger a narrative event and ends with a product and brand signature. Delivered with 15-second cutdowns, it ran in cinemas for two months, then on Instagram, Facebook, LinkedIn and YouTube. One shoot day and three weeks from order to delivery. Eleventh Floor then received this message from Neuchâtel: “If I come with a friend, will she turn into a geisha at the first bite of your famous burger? Because if so, we’re leaving right now.” (translated from French)
Credits
Production
Client: Eleventh Floor Smash Burgers.
Production: Korner Studio.
Direction & production: Nathalie Peters.
Image & set
Co-direction & cinematography: Jacob Muller.
1st AC: Gregory Dos Santos.
Gaffers: Benjamin Martin, Fabian Goupil & Senay Haile.
Dolly: Vidal Buso.
Sound & postproduction
Sound: Julian Decamps.
VFX: Korner Studio.
Behind the scenes
BTS: Ellia Nonini.