Ninja: Dual Zone Air Fryer Launch

for
Shark Ninja

What We Did

Video Production
Creative Development
Virtual Production
Colour Grading
Post-Production
Food Styling
Photography

Deliverables

  • 30-second TV and social spot for Ninja DZ300
  • 30-second TV and social spot for Ninja DZ400
  • Product and lifestyle stills photography

The Brief

Shark Ninja came to Tungsten to produce the launch campaign for their latest Ninja dual-zone air fryers. Aiming for UK and Middle East markets, they needed two 30 second films and two libraries of fresh photography - one each for both of their new SKUs, highlighting their range of unique features. With our Virtual Production workflow that meant two premium kitchen sets, mixing practical countertops with virtual Unreal Engine environments running on our LED wall. A combination of slick camera moves on our Motion Control Cinebot and super slow-mo high speed video resulted in two eye-popping films, complemented by a suite of beautiful stills.

End-to-End Production
On Set In Our Studio
Cinebot Camera Arm
Virtual Production

Creative & Production

The whole campaign was shot at our Leeds virtual production stage. Using GhostFrame technology we were able to display two virtual kitchens simultaneously, meaning we could jump from the warm, lived-in “couple’s kitchen” for the Ninja DZ300 to the busy “family kitchen” for the Ninja DZ400 without missing a beat.

To showcase the products’ various cooking modes, we took a macro lens mounted on our Motion Control Cinebot “inside” the air-fryer baskets as they fried, roasted, baked, dehydrated and crisped a selection of mouthwatering meals, styled against dark backgrounds to create a convincing “product interior” effect.

Hero food beats were captured at 350fps high-speed, with crispy asparagus, plump prawns, golden onion rings and juicy chicken wings falling through the frame in slow-motion. Running these set-ups inside the same studio against a controlled LED background let them sit in the same lighting world as the lifestyle plates, which kept the grade consistent across both 30-second cuts.

Ninja DZ300 dual-zone air fryer on a kitchen island with a woman in a cream sweater out of focus behind, lifestyle wide.
Two hands pulling open both drawers of the Ninja DZ300, revealing stuffed-vegetable bake and golden filo rolls.
Glistening charred asparagus stacked on a black background, 350fps food beauty.
Golden chips falling into the Ninja DZ300 open drawer in mid-air, side angle 350fps.
Wide hero of the Ninja DZ300 surrounded by a styled spread of Mediterranean and Middle Eastern dishes.
Sync and Match feature beat, both Ninja DZ300 drawers cooking simultaneously.
Asparagus spears falling mid-air over a softly blurred kitchen background, 350fps slow-motion.
Roasted stuffed pepper topped with melted cheese, 350fps cinematic macro.
Side-on macro of dehydrated apple slices on a metal tray, warm cinematic lighting.
Top-down hero of the Ninja DZ300 with both drawers open and filled with golden filo rolls, control panel reading 11:33 with MATCH selected.

Post-Production

Editing and colour grading ran in-house at Tungsten Media. Punchy and playful, the edits built on the kinetic camera motion to create pace and rhythm. This approach carried through to the motion graphics, which mimic camera direction or track the products in 3D space for extra impact. Both 30-second masters were cut in parallel, so the DZ300 and DZ400 deliveries hit the retailer suite simultaneously rather than staggered.

Every scene was tagged on ingest. Touchpanel macros, function reveals, food beauty, brand close-ups. Each became its own asset that retailer teams and ICA partners can pull from for the next twelve months without a fresh shoot day. Combined with an in-depth photography shoot, Shark Ninja were able to build a full retailer asset suite for banners, emails and Amazon.

Two product launches, two markets, two kitchen sets - one virtual production stage.
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