Love or Whopper
Burger King.

Client:
Burger King / Conill

Our Work:
design, vfx, editorial

The brief: a heart, or a Whopper?

Burger King, Conill, 2026. Football was on everyone’s mind, and this commercial asks a question small enough to fit inside a goal celebration. Then it spirals out of control.

A football player celebrates by making a heart with his hands, straight to camera. Anyone else would see a heart. Not this influencer, who is famous for finding a conspiracy in everything. Is it really a heart? Or is the player secretly telling the world he wants a Whopper? One doubt was enough. From there, a whole universe of online speculation took care of itself.

Stills from the commercial: fans making the heart gesture, the influencer, the stadium and the Whopper

Our job was the inside of his head. We designed and animated the whole rabbit hole: the trip into his brain, where the theory takes shape, and out the other side into a social media universe of memes, opinions, posts and clips, everybody weighing in. Every person in it was filmed first. Then we broke it down and rebuilt it, piece by piece, all the way to the sprawling social wall.

Down the rabbit hole. Up on the wall.

The social wall: memes, posts and videos asking Love or Whopper

Good social content looks like nobody designed it. Somebody did. Every post, clip and meme on the wall was designed from filmed material, and each one got its own look, because no two accounts on the internet share a designer. The direction was eclectic: voices, opinions and aesthetics colliding until they form one network. And a little “trashy”. Raw, spontaneous, messy, the way real social media looks when nobody is trying. That took a lot of trying.

Then we made stickers. Lots of them. For the social wall, and for the campaign’s own social feeds.

Five more stickers for the campaign social posts

Campaign artwork: the referee, the heart hands, the player, the burger head and the gold grill

The news broadcast needed a full graphics package, so we designed all of it. Same for the billboards and the screens that show up throughout the commercial.

The VFX you weren’t supposed to notice

CG stadium and the factory where the jerseys are made

Before

After

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Then the VFX: screen replacements, compositing, CG stadiums filled with 3D-generated crowds, and the factory where the jerseys get made. Every featured person on screen was filmed. The effects were built around them, in layers, with AI-assisted tools.

VFX Artist:

RUDEL REYES

FEDE DAMS