What happens when you combine delicious flavour, relatable moments and a sense of joyful transformation? You get Knorr Aromat’s latest campaign, created in partnership with Mullen Lowe and directed by Karl Fenton.

This social-first campaign set out to transform the everyday — the boring Wednesday dinner or the limp office lunch — and turn them into something unforgettable. Our creative solution used an innovative in-camera rig where the Knorr Aromat pack was mounted directly to the lens, letting the product quite literally shake the world into something tastier and more colourful.

Each film begins in a real and authentic setting, showing people in those moments we all know: tired after work, uninspired at lunch, a bit stuck in the routine. With a playful camera grab and a swirl of movement, the scene changes dramatically. Dull plates become delicious feasts, grey rooms become vibrant, and characters find themselves moving in time with the beat. The transformation feels instant and authentic, making Knorr Aromat the hero in every scenario.

From a production point of view, the team had just days to pull off a challenging brief — finding a location that could transform from a living room to a canteen, dressing the sets to capture a before and after, and maintaining a joyful, collaborative atmosphere on set. The cast delivered performances full of confidence and fun, while the crew’s quick thinking and dedication made sure the vision came to life.

Director Karl Fenton described the experience as a moment of playful creativity:

“Rigging the Knorr Aromat packet directly to the camera unlocked a playful bit of visual magic. With added rotation and shake, it came to life — transforming the meal from meh to mhmm, and setting our characters off into an irresistible groove within a vibrant, stylish interior.”

In the edit, fast cuts and music-driven energy kept everything moving with a fresh, modern rhythm. The result is a world that feels relatable yet fantastical, where Knorr Aromat becomes the magic that upgrades the moment.

This project was an inspiring reminder that trust, creative bravery and supportive collaboration can make even the simplest idea shine. We are proud to help brands like Knorr turn everyday stories into something worth celebrating.

Credits

Client: Knorr Aromat
Agency: Mullen Lowe
Production & Post: Irresistible Studios
Directed by Karl Fenton
Director of Photography: Keidrych Wasley
Executive Producer: Vanessa Mc Donnell
Producer: Niamh Macdonald
Post: Maria Ciszynska, Joe McGowen, Keidrych Wasley