Benetone Films

How do you shoot a Russian city street, three fantasy worlds and three product demos without changing production partner? Here’s a quick look at the behind-the-scenes:

BENETONE ADVERTISING ran the live action across two days in Thailand with a 168 person unit. The tabletop was shot at the CHOPSTICK FILMS studio in Bangkok with the same brief.

The demos were the hardest part of the job. An oversized product mock up was built by hand so the Bolt could rotate around it and read as a clean 180 degree camera move, and the cheese was rigged through a pipe and released pneumatically, timed in software so the stretch peaks on the exact frame the edit needed. The flavour swirls of lime, lemongrass, chilli and wasabi were built practically rather than added later, captured high speed and repeated until every one of them landed.

Henry Ooi directed the live action with DoP Chong Soon Yung. Mateusz Witkowski directed the tabletop with DoP Marek Rajca. Two studios, one continuous production, and one brief that never had to be explained twice.

That is the answer.

ABI x BENETONE ADVERTISING x CHOPSTICK FILMS

How do you shoot a Russian city street, three fantasy worlds and three product demos without changing production partner? Here’s a quick look at the behind-the-scenes:

BENETONE ADVERTISING ran the live action across two days in Thailand with a 168 person unit. The tabletop was shot at the CHOPSTICK FILMS studio in Bangkok with the same brief.

The demos were the hardest part of the job. An oversized product mock up was built by hand so the Bolt could rotate around it and read as a clean 180 degree camera move, and the cheese was rigged through a pipe and released pneumatically, timed in software so the stretch peaks on the exact frame the edit needed. The flavour swirls of lime, lemongrass, chilli and wasabi were built practically rather than added later, captured high speed and repeated until every one of them landed.

Henry Ooi directed the live action with DoP Chong Soon Yung. Mateusz Witkowski directed the tabletop with DoP Marek Rajca. Two studios, one continuous production, and one brief that never had to be explained twice.

That is the answer.

ABI x BENETONE ADVERTISING x CHOPSTICK FILMS

PARALLEL ME: One hotel on screen. Two locations in reality.

Toni's suite was filmed inside a working luxury hotel in Bangkok, while the lobby she moves through was built and shot on a Bangkok studio. Three scenes, two locations, and nothing on screen that gives it away.

That kind of continuity comes down to matching the build to the real thing, then scheduling around a hotel that never stops operating. BENETONE SERVICING handled the locations, the access, and the stage work for Paramount+.

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VYAZANKA: A covert kids' operation, a Russian summer terrace, and a countryside house outside Bangkok standing in for all of it.

The brief asked for a family that felt lived in rather than picture-perfect. Three kids spot their parents coming home early, call it in over walkie-talkies, clear a wrecked house at speed and have a table of sandwiches and croissants waiting by the time the gate opens. BENETONE ADVERTISING brought it to life in Thailand.

The brand is moving its sliced range into a new premium register: easy-open packs, slices that separate cleanly, a plate a child can build alone. Warm, unfussy, and built around the table.

Thailand delivered the countryside house with a terrace and modern kitchen dressed to read as a Russian summer home, a spacious green yard, the kids, the parents, the dog, and the full orange leaning art and wardrobe package. The tabletop was shot in-house at the CHOPSTICK FILMS studio in Bangkok, taking the slices from pack to sandwich in one continuous production.

Director Henry Ooi led the live action with DoP Chong Soon Yung, while Mateusz Witkowski directed the tabletop with DoP Marek Rajca. Every slice had to bend, float and land in frame without a wrinkle out of place, which is the whole promise of the product in a single shot.

Next up, a joint look behind-the-scenes: the house and the family from BENETONE ADVERTISING, the slices & the studio from CHOPSTICK FILMS.



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Client (Brand): Vyazanka, ABI Product
Agency: Navigator DDB
Production company: Mad Cow Films
Director: Henry Ooi
DoP: Chong Soon Yung
Editor: Oleg Korneev
Art Director: Pongsan Thawatwichian (Por)
Tabletop Director: Mateusz Witkowski
Tabletop DoP: Marek Rajca
Tabletop Production: Chopstick Films
Head of Production: Vittorio Badini Confalonieri
Executive Producer: Lonzo Lim
Production Services: Benetone Advertising

GORYACHAYA SHTUCHKA: A Russian city street, three Asian worlds, and one truck driving between them, all shot in Thailand.

From a summer city block where a branded truck vanishes into a portal, to a neon racing world, an anime town, and an 8-bit arcade fight, BENETONE ADVERTISING brought the new Asia line campaign to life across two shoot days in Thailand.

Goryachaya Shtuchka has spent thirteen years turning everyday products into new categories, and the Asia range reinterprets pho bo, tom yum and wasabi chilli inside the brand's own formats. Bold, direct, and built for people who move fast.

Thailand delivered the multi-lane city road, the square dressed first as a Russian creative cluster and then as its Asian counterpart, the branded truck, and thirty background extras. The product demos were shot in-house at the CHOPSTICK FILMS studio in Bangkok, taking each world through to its pack in one continuous production.

Director Henry Ooi led the live action with DoP Chong Soon Yung, while Mateusz Witkowski directed the tabletop. The result is a campaign that covers as much ground as the flavours it was made to sell.

Next from the same shoot: a covert kids' operation and a Russian summer terrace, built outside Bangkok. Coming soon.



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Client (Brand): Goryachaya Shtuchka, ABI Product
Agency: Navigator DDB
Production company: Mad Cow Films
Director: Henry Ooi
DoP: Chong Soon Yung
Editor: Oleg Korneev
Art Director: Pongsan Thawatwichian (Por)
Tabletop Director: Mateusz Witkowski
Tabletop DoP: Marek Rajca
Tabletop Production: Chopstick Films
Head of Production: Vittorio Badini Confalonieri
Executive Producer: Lonzo Lim
Production Services: Benetone Advertising

AI can generate visuals in seconds, but can it make anyone actually care?

Technology gets people through the door. Storytelling keeps them in their seats.

When the Lumière brothers first screened a moving train in 1895, audiences paid simply to see motion. But within 18 months, the novelty wore off. People didn't just want a technological gimmick; they wanted a reason to care.

That shift is what birthed film grammar and the rise of the director's voice. We saw the exact same cycle repeat with sound, then with color, and now with AI.

Technology is like a lighter tennis racket or better skis: it upgrades the speed and levels the playing field, but it doesn't change the excitement of the sport itself.

Now that AI has made ex*****on fast and cheap, the tech novelty will fade once again. What’s left is the hardest & most valuable work: knowing what story you want to tell, and why it matters.

How are you using AI to serve your story instead of replacing it? Drop your thoughts below. 👇

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PARALLEL ME: Toni's biggest night, built from the ground up in Thailand.

On screen, she's a pop star living her biggest moment. In reality, it took a full transformation, from set dressing to styling, to turn a Bangkok venue into the concert of her life for Paramount+.

Watch the space go from empty room to full concert stage.

Every detail, from wardrobe to set design, was handled by BENETONE SERVICING to make Toni's world feel real.

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