From Edible Sets to AI Worlds: Behind Our Shoot with IMA for Autotrader

This year, Autotrader became the official sponsor of the Great British Bake Off franchise. To mark the moment, IMA selected Eat & Breathe to support with photography and food styling to collaborate in creating a stand-out creative TV campaign worthy of a famous Paul Hollywood handshake (if we do say so ourselves!).

Our role focused on capturing principal photography. To begin, we worked with our food stylist to build miniature environments entirely from real-life bakes; from rocky road mountains, to doughnut-adorned racetracks, to a classic gingerbread house complete with garage, imagining adventures by car at the centre of the world of baking.

We then carefully captured each scene as a high-quality, static set from multiple angles to give IMA’s creative team a strong library of visual references for the next stage of their creative process. The stills were used as prompts for AI-generated animation and world-building, bringing the final campaign environments to life in motion.

In combining food styling, set creation and photography with AI-led creative production, this project is a great example of the original and authentically charming work that emerges when specialist, tactile craft is blended with emerging technology.

Additional coverage was also featured by Channel 4.