Directed by Emil Möller and produced by Giants & Toys, the film is a fever dream of flame, smoke, and slow-motion meats – pushing one man’s quest for grill greatness to operatic extremes.“The film had to spiral out of control in a surreal way – the deeper he fell, the sweeter it became. We wanted to take the classic food ad and char it a little,” says director Emil Möller.
Giants & Toys x WAL: «To Master the Grill, One Must Become the Grill»
With grill season creeping steadily upon Europe, barbecue aficionados are dusting off their tools, eager to be crowned ‘grill master’ by their summer guests. But in Coop Mega’s new campaign, the pursuit of the perfect barbecue takes a dramatically surreal turn.
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