A courier hands the comprarcarne.es box to the boys at the door of a colourful home

CASE 03 · AI TV COMMERCIAL · CLIENT · 202600:00 → 00:21

COMPRARCARNE.ESThe box is here

A TV commercial for comprarcarne.es, the online butcher’s from Málaga: an order, a wait, a doorbell and the brand’s real box at the door — produced end to end with generative AI for a client we have worked with since 2024.

Watch the film Send us the brief

Clientcomprarcarne.es (online butcher’s, Málaga)

TypeTV commercial · client work

DeliveredFilm · 16:9 · 21 s

Client since2024

The project

01 / PROJECT

comprarcarne.es is an online butcher’s from Málaga that delivers fresh meat — vacuum-packed and chilled — to homes across mainland Spain. The idea: a TV spot that turns the purchase itself into the story, from the first tap on the phone to the first bite, with a family as the cast. Client work by AI Creative Lead, directed by César Cabrera.

The challenge

02 / PROBLEM

Kids, food and a real product: three of the hardest things to shoot.

A real client with a real product. The spot had to show the brand’s own delivery box — colour, logo and printed copy — make meat look appetizing on screen and carry a family through a house where the camera never stops, in a single TV slot.

The client’s real box, exact, revealed only when the doorbell rings.
Food that makes you hungry: golden crust, sizzle, knife and fork.
Kids of clearly different ages and faces — brothers, not twins.

Creative direction

03 / DECISION

Spanish colour at full volume and a camera that never stops. The story is a countdown — order, wait, doorbell, box, pan, table — and the product enters for real at the exact moment the doorbell rings.

00:00THE ORDER

“Shall we order the box?”

comprarcarne.es — The box is here, shot 05: The wait: on the floor, eyes on the door, a crayon drawing of the box

00:06THE WAIT

Eyes on the front door

comprarcarne.es — The box is here, shot 06: Ding-dong: the run, the door and the box — one continuous move

00:08DING-DONG

The run down the corridor

00:10THE BOX

The real box, seen for the first time

comprarcarne.es — The box is here, shot 09: Spin match-cut: on the hot pan, golden crust

00:12THE SIZZLE

From vacuum pack to golden crust

comprarcarne.es — The box is here, shot 15: The whole family at the table — fast zoom out

00:16THE TABLE

Everyone eats, knife and fork

PaletteTHE HOUSE → THE BRAND

#C64349#308985#B98231#005F66#DA9624#C30056

Production rulesBIBLE

01The real box is only seen when the doorbell rings.

02Before that, only on a phone screen and in a child’s drawing.

03Every room in the palette: crimson, turquoise, mustard, petrol blue.

04Characters look out of the window from inside the house.

05Everyone eats with knife and fork.

06No captions or supers: the brand speaks through the box and the end card.

A family the colour of the house.

04 / CAST

The family was designed before production and dressed in the palette of the set: Mum in mustard, the boys in blue, green and yellow — clearly different ages, heights and faces. Brothers, not twins.

comprarcarne.es — The box is here, shot 07: Opening the box at the kitchen table — MUM · MUSTARD

comprarcarne.es — The box is here, shot 10: The boys at the counter: “Wow!” — THE ELDEST · BLUE

comprarcarne.es — The box is here, shot 02: On the mustard sofa, the middle brother picks the chuletón — THE MIDDLE ONE · GREEN

comprarcarne.es — The box is here, shot 14: The little one, cheeks full, cutlery in hand — THE LITTLE ONE · YELLOW

The box is the hero.

05 / PRODUCT

Before the doorbell, the box only exists as a photo on a phone and a child’s crayon drawing. When the door opens it arrives for real — the client’s own box, exact colour, logo and printed copy — and from there the story is what’s inside: vacuum-packed cuts that end up seared on the pan and sliced on the table.

comprarcarne.es — The box is here, shot 08: A vacuum-packed chuletón, straight out of the box — 04 · INSIDE

Food that makes you hungrySIZZLE → TABLE

comprarcarne.es — The box is here, shot 11: The platter: sliced chuletón and salad — **SHOT 11 · 00:14**The platter: sliced chuletón and salad

16 shots, one countdown.

06 / SHOT BY SHOT

Every shot hands the energy to the next: whip pans, a spin match-cut from the vacuum pack to the pan, and one continuous move that runs down the corridor, opens the door and lands the box in the boys’ arms.

Shot map — the whole film on one sheet16 / 16

Shot map of the comprarcarne.es film: the 16 shots in order, from the order on the phone to the end card

The 16 shots00:00 → 00:21

comprarcarne.es — The box is here, shot 03: The little one tugs Mum’s blouse: “Will it come tomorrow?” — **SHOT 03 · 00:03**The little one tugs Mum’s blouse: “Will it come tomorrow?”

comprarcarne.es — The box is here, shot 04: Looking out at the street, from inside the window — **SHOT 04 · 00:05**Looking out at the street, from inside the window

comprarcarne.es — The box is here, shot 12: Knife and fork: the first cut — **SHOT 12 · 00:15**Knife and fork: the first cut

comprarcarne.es — The box is here, shot 13: The first bite: “Mmmm!” — **SHOT 13 · 00:15**The first bite: “Mmmm!”

comprarcarne.es — The box is here, shot 16: End card: comprarcarne.es — **SHOT 16 · 00:17**End card: comprarcarne.es

The film

07 / FILM

Sixteen shots, one home, one box. Mastered in 16:9 for TV.

MASTER · 16:9:21

A client, not a test.

08 / CLIENT

CLIENT SINCE 2024comprarcarne.esOnline butcher’s · Málaga

comprarcarne.es is not a one-off. AI Creative Lead has led the brand’s creative direction since its launch in 2024 — visual identity, website, product photography, social content and campaigns. The TV spot grows out of that work: the same magenta, the same box, the same promise of fresh meat at your door.

Visit comprarcarne.es ↗

The production

09 / RESULT

Counted from the master. No estimates.

21seconds of film, end card included

16shots in the master

4rooms of one home: kitchen, living room, corridor, entrance

1real product: the client’s own box

0cameras, crews or locations hired

2024client since the brand’s launch

What this proves for your brand.

10 / FOR YOUR BRAND

Your real product, exact.

Box, label and colour appear as they are — and the story is built around them.

Families without a shoot.

Kids, a lived-in home and food on the table: produced without cameras, sets or crew.

E-commerce told as a story.

Order, wait, doorbell, unboxing: the purchase journey becomes the plot.

Questions about AI commercials for brands

11 / FAQ

Can an AI commercial show a brand’s real product?

Yes. Here the client’s real delivery box — colour, logo and printed copy — was reproduced from reference images and only revealed when the doorbell rings.

Can food look appetizing in an AI-generated ad?

Yes, when it is directed like a food shoot: golden crust and sizzle on the pan, real knife-and-fork use, and every plate reviewed shot by shot.

Can an AI commercial feature children?

Yes. The children are AI-generated characters — no real children are filmed — and the family is designed before production starts.

Does an AI commercial need a shoot, a set or a crew?

No. The house, the family and every shot were generated: no cameras, crew or location hire. Direction, editing and review work as in any production.

TV commercial created by AI Creative Lead for comprarcarne.es. Every shot was produced with generative AI; all characters are AI-generated and no real children were filmed.

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