It takes dozens of people and a few customized robots to make a burger look this juicy.

需要幾十個人力和定製機器，才能讓漢堡看起來如此多汁。

Oh, nothing here is simple.

這裡沒什麼是簡單的。

As far as the work we do is incredibly complex, very technical.

我們所做的工作非常複雜，技術性很強。

Steve Gerald has filmed commercials for big brands like Hershey's, Hines, and Pepsi, through his production company, the garage.

Steve Gerald 的廣告製作公司 The Garage 幫好時、漢斯和百事可樂等大公司拍過廣告。

And there's a lot of money on the line.

而這是門要價不菲的事業

Filming 1:32 ad can cost hundreds of thousands of dollars, and they're working against the clock because they use real food,

一支 1 分 32 秒的廣告可能要價數十萬美元，而且拍攝分秒必爭，因為他們使用的是真正的食物。

which doesn't stay pretty for long.

真的食物變質速度很快。

That's the misnomer about everything.

那是天大的誤解。

Faking makes things harder.

用假食物只會讓情況更困難。

We visited Steve's studio in Brooklyn, New York to see how his team films the perfect burger.

我們拜訪 Steve 在紐約布魯克林的工作室，了解他的團隊是如何拍攝完美漢堡的。

Today, Steve and his team are working on a test shoot for Burger King.

今天，Steve 和他的團隊正在為漢堡王進行試拍。

They'll use it to try and land the client.

他們將用這次試拍成品吸引客戶。

-Yeah, good.

-很好。

Brett Kurzweil is a veteran food stylist.

Brett Kurzweil 是資深食品造型師。

It's his job to make the burger look like a whopper.

讓這個漢堡看起來像華堡是他的工作。

He usually has a budget of a couple $1000.

他通常有幾千美元的預算。

And he always buys a lot more than he'll use, so he can pick out the perfect looking bun, patty, and veggies,

總是會多買一點食材，這樣他就可以挑出完美的麵包、肉餅和蔬菜。

Then, he gets to work, but he doesn't cook the meat all the way through.

接著就開工了，但他不會把肉煎太熟。

Because I didn't want it to shrink too much.

因為我不想讓肉餅縮得太誇張。

I wanted to get as much volume out of this piece of meat as I could get.

我想盡可能讓它看起來厚實一點。

Even perfect patties need final touches.

即便是完美的肉餅也需要畫龍點睛。

So he uses a color made of gravy darkener and soap to add a charred look.

因此，他會用由肉汁增色劑和肥皂製成的顏料來增添焦黃的感覺。

He only has to paint half the burger because the camera films from just one side,

他只需要畫一半的漢堡，因為攝影機只會拍一側。

a mixture of Vaseline and pulverized meat helps fill in any holes.

而凡士林和肉粉混合可以拿來填補凹洞。

And those grill marks, another trick of the trade.

燒烤痕跡是另一個小技巧。

Brett heats up metal skewers, and then...

Brett 加熱金屬串，然後…

I just pushed into the burger with the hot metal, and it seared.

用高溫金屬串貼在肉餅上，焦痕就出來了。

Next, he melts the cheese, using a clothes steamer.

接下來，他用蒸汽掛燙機融化起司。

How did you change it to make it for food?

你是如何想到用它來弄食物的？

I just chose... I just said, you're for food, but I also, I'm trying to control how much comes out.

就是想到了，我也努力控制蒸汽的量。

So I've covered up some of the holes.

我把一些出氣孔遮起來了。

He cuts the onions and tomatoes on a slant,

他斜切洋蔥和番茄，

so they lie flatter.

讓它們更平整。

I think you would have been a really good surgeon in another life.

你如果不當食物造型師會是個技術精湛的外科醫生。

Well, yeah, my mother would have been happier.

這樣的話我媽應該會快樂點。

Some other tricks, denture cream to hold up ingredients.

另外一個技巧，假牙黏著劑能固定食物。

For condensation on cans, we'll use glycerin.

鐵罐上的水珠，我們會用甘油。

Yeah, not that much, too far, too far.

對，不要那麼多，太遠了，太遠了。

While Brett finishes up, Steve's team is making sure everything is ready on set.

在 Brett 完成工作的同時，Steve 的團隊正在確認一切準備就緒。

The trickiest part is combining what the client wants in the commercial with what's technologically possible.

最棘手的部分是要結合客戶的廣告需求與技術上的可能性。

They have no idea about engineering.

客戶對工程一無所知。

Yeah, they're just like robots are cool.

他們只是想「機器人很酷。」

We want a robot.

「我們要機器人。」

But since today he's working on a test shoot, he just has to implement his own vision.

但由於今天只是在試拍，他只需要實現自己的構想就好。

I be one of those people that wears the protection.

我就是那種戴面罩的人。

Then, he turns to master rigger, Matthew Huber.

接著，他求助於裝配大師 Matthew Huber。

He says half the time he has to build the rigs completely from scratch.

他說，有一半的時間，他都必須從頭開始建造裝置。

They provide the structure for the specialized equipment that makes food dance across the screen.

他們提供了讓食物能在螢幕上躍動的專門設備的結構。

His work goes hand in hand with the robots.

他的工作與機器人息息相關。

The robot obviously is a hugely complicated and expensive thing that's used for a lot of what we do.

機器人是個非常複雜且要價不菲的東西，被大量用於拍攝過程。

But if you only just need a straight line movement, pulling back,

但如果你只需要直線運動，向後拉，

it's easier to set up a simple machine that just does a single type of movement.

那麼設置一台只做單一運動的簡單機器其實很簡單。

Like these air pistons he uses to launch food or these catapults.

就像這個他用來發射食物的氣閥活塞，或是這些彈射器。

To save on buying new parts he uses a lot of the same base pieces.

為了節省購買新零件的費用，他重複使用了很多基礎零件。

It's like Legos, you know, just put stuff together, take it apart, do something different with it the next time.

這就像樂高，把東西組合在一起，拆開，下次再用在別的地方。

So, we've used, like, all of these pieces probably like hundreds of times.

這些零件我們大概已經用了數百次了。

Meanwhile, Paula Andrea Ramirez is finalizing the set from the tables to the ketchup bottles off to the side.

與此同時，Paula Andrea Ramirez 正在收尾現場佈置，從桌子到一旁的番茄醬瓶。

I want it to feel real.

我希望場景看起來真實。

So, if it's blank, it won't feel like it's... it's a real commercial kitchen.

如果背景空白，就不會讓人覺得這是… 真的餐廳廚房。

Every inch visible to the camera matters.

鏡頭內的每一角都很重要。

So Paula's team built this tile wall just for this shoot, but they said it still felt empty.

Paula 的團隊專門為這次拍攝建造了這面瓷磚牆，但他們說還是感覺牆很空。

So we just added this new, these two floating shelves up there.

所以我們加了這兩個新的層架。

We plan for something and then we just have to be ready for the unexpected.

我們籌劃好，然後隨時做好準備，應對意料之外的事。

Her typical props budget is $40,000 a shoot, but she can pull a lot from her personal collection.

她一般的道具預算是每次拍攝 40,000 美元，但她可以從她的個人收藏中拿出很多東西。

This has been 20 years of collecting, and this is like, Salvation Army, Garage sells, years and years of hoarding.

我已經收集 20 年了，從救世軍、車庫出售集來的，年復一年的囤積。

I always like to have extra.

我總是喜歡多備著幾個。

So, if you're shooting example, glass of soda, I need to have at least six of the same glasses for quick changes if they're scratched because this video.

比如拍汽水廣告時，我需要至少六個一樣的玻璃杯，拍攝時如果刮傷就可以快速更換。

-So it's a little bit one breaks. -One breaks. -Exactly.

-所以有點像是... -如果有個破掉。-沒錯。

So, when that burger arrives, it's game time.

當漢堡抵達現場，是時候開拍了。

-I gotta go on set. -Yeah, burger.

-我得去片場。 -耶，漢堡來了。

Now, it's a race against the clock.

現在，他們得與時間賽跑。

The angle feels right.

角度不錯。

Can we melt the cheese a little more? Get a little heat in there.

能把起司再融化一點嗎？ 加熱一下。

Go ahead and roll camera

可以開拍了。

and push in a little bit closer.

推近一點。

All right, good.

很好。

Today, they have custom built water cooled lights that don't torch the food.

今天，他們定制了不會把食物烤熟的水冷燈。

We used to have to have, like, these really hot lights that would like cook the food and it would die really quickly.

我們過去用的是溫度非常高的燈，會烤熟食物，食物很快就不能用了。

So like the ice cream would be, like, impossible to shoot in slow motion because it would just melt the second he turned the lights on.

所以我們就不可能用慢動作拍冰淇淋，因為冰會在開燈的那一刻融化。

But that lettuce will start to wilt in a matter of minutes hot lights or not.

但不管有沒有熱燈，生菜都將在幾分鐘內開始枯萎。

So quick moving robots and tons of planning are essential to keep a shoot on schedule because any delay could mean running over budget.

因此，能快速移動的機器人和大量的計劃對拍攝如期進行至關重要，因為任何延誤都可能意味著超出預算。

The first action uses the dolly zoom to create something known as the Hitchcock effect.

第一個鏡頭使用滑動變焦來創造「希區考克效應」。

But the whole background is like warping around it.

整個背景就像在漢堡周圍扭曲一樣。

Hugh, the robots, they're actually the same kind that build cars.

這些機器人其實跟製造汽車的機器是同一種。

This robot cost $150,000 and it can pretty much do any move you can think of.

這機器人要價 15 萬美元，幾乎任何你能想到的動作它都能做到。

Sometimes, you can program the robot pretty quickly,

有時，給機器人編程可以很快。

some moves take a whole day.

但有些動作需要耗時一整天。

Here's the second shot, Steve envisioned the camera moving through a field of burgers as each gets pulled out of frame.

第二個鏡頭，史蒂夫的構想是讓攝影機在漢堡中移動，而漢堡依序被拉出畫面。

We're probably only, like, an inch and a half away from that burger when we land.

拍攝時，攝影機離那個漢堡的距離可能只有一英寸半。

So to try to do that with people would be almost impossible.

人要做到這件事幾乎是不可能的。

It's a really complex move that the robots do really easily, and they do it the same exact way every time.

這是個非常複雜的動作，機器人卻很容易做到，而且每次可以做的一模一樣。

But speed is not the only challenge.

但速度並不是唯一的挑戰。

Every shot has to be identical.

每個鏡頭都必須相同。

If a burger is even a centimeter off or if something on set gets bumped between takes, they might have to start over.

如果漢堡偏離了，即使只是一厘米，或在拍攝之間東西被撞到，他們可能不得不重拍。

These fries don't want to behave.

這些薯條不想乖乖聽話。

This laser helps them keep track of the burgers position.

這種雷射能幫助他們定位漢堡。

They also have to be really flexible on set.

在片場，他們也必須足夠靈活。

There's always curveballs that happen because there's a lot of problem solving, which I love.

總是會有插曲，得解決很多問題，我挺享受的。

For the last shot, Steve ties all the ingredients on a fishing wire,

最後一個鏡頭，Steve 把所有食材都綁在一根釣魚線上，

and a robot slices the string and the camera catches the perfect drop.

然後機器人切斷繩子，相機拍下完美落下的瞬間。

This exact move was actually Steve's claim to fame in 2016.

實際上，這個拍攝手法讓 Steve 在 2016 年聲名大噪。

This famous burger drop video that went viral all over the internet.

這段著名「墜落漢堡」影片在網路上瘋傳。

He slowly raked in millions of views across platforms, and global publications started covering his work.

漸漸地，他在各個平台上獲得了數百萬的瀏覽數，全球報章雜誌開始報導他的作品。

All that social media buzz earned him a lot of viewers and new clients,

這些社交媒體熱度為他贏得了很多觀眾及新客戶，

and he was able to launch the garage in 2019.

讓他能在 2019 年創辦 The Garage。

The burger drop was kind of like the spark that started the path towards where we are today.

「墜落漢堡」那支影片有點像這一切的開端。

And now tiktok is like crazier than Instagram ever was for me.

現在，對我來說，TikTok 比 Instagram 更瘋狂。

Steve is a former food photographer, but he wanted to combine his love of engineering, food and video.

Steve 以前是美食攝影師，但他想將自己對工程、美食和拍攝的熱愛結合起來。

And amazingly, there's a job that lets me do that.

神奇的是，有份工作可以滿足所有要件。

There's a lot of different jobs that my guidance counselor did not tell me about, including my own.

有很多工作是我的職業顧問沒有告訴我的，包括我現在這份工作。

Today, his team films, 40 advertisements a year building over $5 million dollars annually.

如今，他的團隊每年拍攝 40 支廣告，年收入超過 500 萬美元。

Kind of feels like CGI, but it's actually done in camera.

有點像特效，但這其實是用攝影機拍的。

And I think to accomplish that like larger than life feeling takes just a lot of technology and skill.

而且我認為想要實現非同凡響的感覺，需要大量技術和技巧。

Steve says they know they've done a good job when viewers can't tell a whole production is hidden behind a shot.

Steve 說，當觀眾看不出整個作品是怎麼完成時，他們就知道自己成功了。

They have no idea what we do at the end of the day.

最終，他們不會知道我們做了什麼。

It is fun for me to... for people to understand how complex this stuff is.

我覺得讓人們了解這有多複雜很有趣。

But all that complexity is worth it because there's a lot of money on the line.

但這些麻煩都是值得的，因為得到的報酬很高。

Fast food companies poured $5 billion into advertising in 2019, and for good reason.

2019 年，速食公司在廣告上投入了 50 億美元，而這是有充分理由的。

They know just how valuable the power of food suggestion can be.

他們知道食物暗示的力量有多值錢。

A Yale University study found that visual cues like food ads can have an effect on food cravings.

耶魯大學的一項研究表明，食品廣告等視覺提示會影響人們對食物的渴望。

Another study showed visual cues can influence over eating and even weight gain, and that can convert into traffic and impressions for a brand.

另一項研究表明，視覺提示可能導致暴食及體重增加，而這可以被轉化，影響品牌流量和形象。

-You're responsible for a lot of people breaking their diet. -Yeah, me included.

-你要為很多人控制飲食失敗負責。 -對，包括我自己。

These brands lead the pack in ad spending in 2019, and budgets just keep ballooning.

2019 年，這些品牌在廣告支出方面處於領先地位，而且預算還在不斷增加。

In September, Burger King announced it will invest $400 million in restaurant renovations and advertising.

9 月，漢堡王宣布將投資 4 億美元於餐廳裝修和廣告宣傳。

A 30% increase from 2021, which is why Steve and his team filmed this whopper pitch,

相比 2021 年，增長了百分之 30，這就是為什麼 Steve 和他的團隊要拍攝這個華堡廣告，

hoping to hook a new client with their dancing robots and juicy burgers.

希望用他們舞動的機器人和多汁的漢堡來吸引新客戶。

I smell like I was at a Burger King all day.

我聞起來就像在漢堡王待了一整天。