Crave Burger runs a fourteen-outlet QSR network across Cairo and Alexandria. They asked Magy Studios to build a six-month social library — roughly a hundred-and-twenty unique pieces of food content across stills and short loops — replacing their previous reliance on regional stock and influencer content.
The brand wanted appetite over polish. The reference deck was full of Bon Appétit on its messiest days and not a single image from a branded fast-food account.
Deliverables were stills, short cinemagraphs, vertical-first product reveals, and a small set of paid-ad cutdowns.
We shot two days a week for three weeks. Each day produced one hero — the Smash, the Double, the Spicy — plus six supporting frames. We photographed every burger handheld, mid-bite, with cheese already pulling and sauce already running. Nothing was glued. Nothing was sprayed.
Patties were cooked twice: once for hero geometry and once for the bite shot, ten seconds apart. The food stylist's apron was on screen in a quarter of the takes — that messiness ended up reading as a brand tic the social team kept.
The library has since carried Crave's full Q3 and Q4 calendar. Engagement on owned channels rose meaningfully without any change in paid spend.
Project closes
Crave Burger
Social Content Library, 2024
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