Authentic Burger

Film title: ‘Authentic’

Synopsis: ‘Advertising art directors are searching for the next big thing for “Authentic's” mountain burger. Who will they choose?’

The aim of the project was to create a fictional visual identity for the ‘Authentic’ burger brand. It needed to be realistic enough to be credible within the film.

I drew inspiration mainly from the adverts and brand art direction of fast-food chains such as McDonald’s and Burger King.

For this project, four deliverables were produced: the design of a logo and its variations; a complete brand identity, including typeface and colours; various packaging designs for an “Authentic” burger; and finally, the largest deliverable: two underground posters for the film’s finale (see project photos).

As for the posters, they are special because the film’s theme centres on the use of AI in communications agencies, particularly for visuals featuring people. So here, the aim was to have AI-generated photos for the posters, which I deliberately exaggerated to highlight its use and illustrate the film’s theme.

I should point out that this is the only instance where AI was used in this project, and that it was a request from the director for the sake of his film’s narrative. I do not endorse the use of AI for this kind of visual in a real-world project; here, its use is satirical.