BTS: Crafting the Lindt Extra Creamy Commercial
It’s always a privilege to work with a brand as iconic as Lindt and this campaign for the launch of a brand-new Lindt product was that and more.
We’re delighted to share the new Lindt Extra Creamy commercial. With the product now on shelves, this beautifully shot ad, directed and filmed by Simon Barnes on location in Cape Town, has just launched across all platforms.
Bringing the Vision to Life
The brief was clear: introduce Lindt’s innovative slab design and the irresistibly smooth, extra-creamy experience it delivers.
Capturing that feeling on screen meant going beyond traditional beauty shots. The challenge was to translate indulgence into something tangible, to make viewers feel the melt, flow, and texture of the chocolate through the screen.
To achieve this, Simon partnered with SFX & Product Specialist Nic Klemp, conceptualising and engineering a series of in-camera setups that highlighted every detail. Weeks of testing, rig builds, and ingredient experiments ensured each pour and snap was captured perfectly.
Choosing Authenticity Over CGI and AI
In an era dominated by AI and computer-generated imagery, this commercial deliberately chose authenticity and craftsmanship. AI simply cannot replicate chocolate with the same realism. Every shot was captured practically and in-camera, creating a film that feels grounded, tangible, and visually striking.
“The goal was to create an experience that feels truly authentic,” says Simon. “We wanted every flow and movement of the chocolate to have weight and beauty, capturing its natural elegance on screen.”
The Cape Town Connection
Filming in Cape Town brought together world-class crew and facilities in a controlled studio environment. The combination delivered premium production-value, creative flexibility, and cost-effective execution.
The collaboration between local talent, technical experts, and the international client ensured a seamless process from testing through to shoot days.
What’s Next
With post-production complete, we’re proud to share a film that celebrates not only Lindt’s Extra Creamy slab, but also the passion, precision, and dedication behind both the making of chocolate and filmmaking.
And the journey continues. Grinder Films is already collaborating with Lindt on several upcoming projects. Next up: Lindt Les Grandes, where once again we’ll capture real chocolate and whole nuts to showcase the indulgence and craftsmanship that make Lindt unique.