- Agency: Tombras
- Client: Shake Shack
- Category: Video Design — Food Commercial
- Location: Knoxville, Tennessee, United States
- Project Brief: Create a food and beverage campaign video for Shake Shack’s Black Truffle menu that captures The Black Truffle Window activation through playful storytelling, immersive experiences, and the brand’s Italian-inspired concept.
A food commercial works better when it feels like something you’d stumble on in the street. Shake Shack and Tombras did just that for the return of the Black Truffle menu, with The Black Truffle Window, a two-day window in Nolita based on the old wine windows of Florence.
The video skips the setup and goes straight to a bell ring and a squeeze of truffle sauce on someone’s snack. Then it keeps going, and the snacks get weirder with every ring, like pizza slices and bagels from a street cart.
Most of it looks shot on the fly, with warm, grainy footage of people laughing and taking messy bites. When the sauce comes out, though, the camera gets close and sharp, so you can almost taste the truffle.
The sounds sell it just as much as the shots, like the shutter clacking open and the bottle squishing out sauce. A fast, upbeat instrumental keeps pace with the city, then drops low so you still hear people talking and a siren somewhere down the block.
