MODELSCOPE
The original viral failure. Face, hands and spaghetti collapse into each other.
HEINZ:
RIDICULOUSLY REAL.
RIDICULOUSLY GOOD.
THE PROJECT
- CLIENT
- Heinz
- FORMAT
- Proactive concept
- SCOPE
- Film / Social / OOH
- ROLE
- Concept / Strategy / Art Direction
OVERVIEW
The internet turned Will Smith eating spaghetti into one of AI video’s most recognisable jokes, not a niche tech reference, but a global meme people everywhere used to measure how real AI video could become. Heinz uses that cultural notoriety to promote its tomato pasta sauce by bringing the joke back into the real world: filming the real Will Smith eating spaghetti with Heinz, and turning the internet’s favourite fake food test into a product moment. Ridiculously real. Ridiculously good.
VEO 3
Identity holds. The image is convincing enough for the joke to become a real benchmark.
SEEDANCE 2.0
The meme finally looks real, giving Heinz the perfect opening to make the sauce feel ridiculously good.
