In an ambitious bid to redefine culinary luxury, LARCH launched an exquisite TVC titled “The Next is LARCH” that artfully encapsulates the essence of its premium croissants. The commercial employed cutting-edge camera technology and cinematic techniques to illuminate the croissant’s golden, flaky perfection with mesmerizing clarity. Collaborating with top-tier food stylists, the campaign unfolded within an elegantly minimalist setting, creating a visual symphony of indulgence. Every detail, from the sensuous spread of buttery layers to the serene morning light, was designed to allure the senses and elevate brand perception. As a result, LARCH not only fortified its status as the epitome of sophistication but also witnessed a surge in sales and consumer engagement, confirming its reign in the realm of gourmet baked goods.

Insight

Luxury isn’t loud — it’s felt.
The morning ritual of a croissant and coffee is universal, but the LARCH experience transforms that ritual into a moment of slow, sensory pleasure. This became the creative foundation: “The Next is LARCH” — an invitation to elevate the everyday into an art form.

4. Creative Idea

Concept: “The Next is LARCH”
A visual narrative that reimagines the croissant as a masterpiece — where texture, light, and motion reveal the poetry of craftsmanship.

The film uses cinematic micro-movements — the unfolding of buttery layers, the glisten of morning light, the delicate break of the crust — to create a hypnotic journey. The croissant becomes not just food, but emotion in motion.

5. Execution

Production Approach:

• Shot on ARRI Alexa Mini LF with 100mm macro lenses to capture the intimate details of texture and steam.

• Lighting inspired by Roger Deakins’ naturalistic tone — golden yet restrained, evoking warmth and purity.

• A minimalist set palette of beige, ivory, and brushed brass amplified the product’s sophistication.

• Collaboration with top international food stylists and culinary directors ensured perfect form, temperature, and realism during each take.

• Subtle use of high-frame-rate cinematography (240 fps) allowed buttery flakes to fall like cinematic confetti, accentuating sensory depth.

Sound Design:
The audio followed a “silent luxury” principle — organic sounds of the croissant breaking, butter sizzling, and faint café ambiance replaced music, allowing authenticity to breathe.