This September we teamed up with our friends at CityPress to blend research science with homely baking in a social experiment for Lurpak, with their website coinciding with well known baking recipes we used in the film. On a very British rainy shoot day Clockwise set out early to build two very opposing set ups, and shoot three different bakes with three different real-life pairs in one day. A professional chef first crafted his version of each bake, done to the very nth degree with luxury gold leaf and culinary artistry to each plate. Then came the “home bake”, where one half of each pair recreated the same recipe for their loved one. We wanted to push the boundaries of expectations and each taster sampled the professional dish and their loved one’s version without knowing which was which – to see which one truly tasted better… and whether love could be considered a secret ingredient. In the early stages, our production team had the task of casting real couples, family members, and close companions. Finding talent who are both confident on camera, diverse and authentically connected wasn’t easy. Using both our personal contacts and carefully auditioning, we found three brilliant pairs whose relationships and real baking stories shine through on screen. Working alongside Oxford professor of experimental psychology, Charles Spence, elevated the whole process. His expertise helped us creatively design the experiment with proper sensory science. An example includes blindfolding that removes strong visual bias and focuses purely on taste, smell and texture. This variable gave our results real credibility, while still keeping the experience playful and heartwarming. From a creative POV, the craft on show …to borrow a baking term… was ‘showstopping’ The process of developing a social campaign film required a different approach to some of our work. Focusing on telling a story while indirectly promoting a specific product. We leaned into cinematic contrast in the world-building: dramatic lighting and precision for the chef’s realm vs warm, handheld intimacy for the real pairs, all wrapped in a narrative designed to emotionally hook the audience. Massive gratitude as always to our amazing crew and everyone who grafted to bring this to life. The result was a butter-smooth shoot and a dynamic, joy-filled campaign that celebrates human connection through food – all while driving the message that good food deserves Lurpak.