One hero.
A whole campaign.
How a custom-trained model and a locked prompt system gave Brown Bag BBQ studio-grade food ads for every menu item, without a single photo shoot.
- Client
- Brown Bag BBQ
- Role
- Creative direction, production
- Deliverables
- Hero imagery, story ads
- Year
- 2025
- Tools
- ComfyUI + custom-trained BBQ LoRA
Make people hungry in one second.
Brown Bag BBQ delivers prepared lunches, and its ads live in social feeds where food gets about a second to land. The brand needed hero-quality shots across the whole menu, in one recognizable look.
A traditional shoot means a stylist, a photographer and a studio day, then another invoice every time the menu changes. That doesn't scale for a lunch brand.
Lock the style. Swap the subject.
Anyone can get one good image. The hard part is the tenth matching the first. So the prompt is built like a photographer's setup, where only the food changes. Select a layer to see what it controls.
a towering brisket sandwich, bark-crusted slices, pickle coins, glossy brioche bun, matte black surface, black backdrop, single soft key light from upper left, deep shadow falloff, macro lens, eye level, shallow depth of field, dark, rich, appetizing.
The only variable. Swap it, and a new menu item is ready.
Not prompts. A production system.
- 1
Brand bible
Light, lens, palette, mood and props, defined once for the account.
- 2
Master prompts
Templates that lock the style and swap only the subject.
- 3
Model match
Benchmarking models to find the one that renders food best.
- 4
Quality pass
Texture, physics and stray artifacts checked frame by frame.
- 5
Composite
Type, layout and retouching into channel-ready ads.
One hero. A family of ads.
A new menu item meant a new subject line in the template, not a new shoot.
The exploded view turns a product shot into a product story.
It looks so good you can taste it. Glistening bark, curling smoke and warm light make the food the headline.
The last ad sells the feeling, not the food: the eyes-closed, can’t-help-it moment a great sandwich gives you.
I can’t believe how detailed the food looks in the ads. I’d never be able to afford a shoot of this quality.
