Most wars have guns, blood, guts, crying mothers, and brothers in arms.  Not so much on the Food Network.

The Food Network is launching their battlefield, but it will be a kitchen and the weapons of choice will be spatulas, frosting, sprinkles, and passive aggressive slanders veiled as compliments, fired at competing chefs.  The show is Cupcake Wars and it launches June 14th.  For the promo campaign, Brian Hoffman brought an idea to us that would play off of the juxtaposition between the battle-ready title and the actual subject matter- cupcakes.  The result was a bunch of exploded cupcakes on the cutting room floor, few overly-sugared crew, and a super-slo-mo exploding cupcake resolve shot on Phantom at 800fps.

Check out the spot and the making-of:

CUPCAKE WARS PROMO and How we did it from Connor Swegle on Vimeo.

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