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
- ROLE
- Concept / 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 sees a natural strategic fit: it takes a cultural shorthand for something fake and brings it back to the unapologetic pleasure of real food. By filming the real Will Smith eating spaghetti with Heinz Tomato Ketchup Pasta Sauce, the campaign transforms the internet’s favourite AI test into a proof point for the brand’s product platform, “Ridiculously Good.” “Ridiculously Real” is the reason to believe; “Ridiculously Good” is the payoff — turning a viral moment into a tangible Heinz promise.
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.
But of course, this is meant to be the real Will Smith. As you can imagine, I don’t have the budget to shoot it, so I used AI again to illustrate the idea.
