Instagram culture has reduced our meals to a boastful timeline of #omnomnoms. In his new creation for Lurpak, the director seeks to blow apart the endless hashtags and get people back to basics.

Goodbye youtubers and vloggers - it’s time to snap those selfie sticks in half and get your hands dirty. Bombarded with a sensual burst of colours, sounds, smells and sweat, this is pure, hardcore food-porn.