Didn’t have time for lunch? At Berri-UQAM, the solution awaits you between transfers. From handrails to turnstiles to entire walls, Montreal’s busiest metro station is decked out in Muffin Max blue. The campaign continues at Toronto’s Union Station, digitally and on social media!

ORFÉ’s concept revolves around a pairing, each Muffin Max bar, in its new packaging, is featured side by side with the muffin that inspired it. A product designed to be convenient to eat anywhere especially during rush hour on the metro!

ORFÉ’s brief was based on an AI-generated visual reference. Composition, placement of the bar and packaging, background, lighting, everything was finalized before arriving on set, which allowed us to brief the team quickly. For the final image, photography was the obvious choice. Nothing beats the texture of a real muffin and the authenticity of the product when it comes to sparking the desire to take a bite. Food styling then took over to ensure that each muffin highlighted its flavor without stealing the spotlight from the bar.

“A campaign image has to make people hungry in two seconds, whether it’s on a station wall or a phone screen. The AI reference allowed us to get everyone on the same page quickly; after that, it’s the real product that does the work.” Chloé Maurice, producer at Studio Kay.