Lettering for every visual was fully made out of food and then baked and shot inside Miele’s ovens – using unique built-in FoodView camera. Our designers created special lettering designs taking food ingredients into consideration. We used the help of 2 professional chefs and different food ingredients for every visual: chicken, cookies, merengues, meat, fish and others. We had 236 hours of food tests before the cooking day. It took 46 failed attempts before we achieved the perfect results after baking, so that the food changed under thermal treatment exactly the right way. Then, we put the designs inside the oven and used Miele’s own built-in camera to create the posters for the campaign.