Behind the Scenes of Our Advertising Campaign
“Go behind the scenes of our latest campaign and discover the people, craftsmanship and creativity behind every St Pierre image and video.”
Behind the Scenes of Our Latest Campaign
When we launched our latest campaign, we were delighted to see such a positive reaction to the imagery. Alongside the compliments, however, came a question we’ve seen more than once: was it created using AI?
It’s a fair question. As technology continues to evolve, it can be increasingly difficult to tell the difference between AI-generated content and professionally produced photography.
That’s exactly why we wanted to share a closer look behind the scenes of the advertising campaign process and show you how these images really came to life.
At St Pierre, we pride ourselves on two things above all else: the quality of our products and the quality of our communications. Every hero image, every recipe shot and every campaign visual starts with real people, real creativity and a genuine passion for bringing our brioche to life.
Real Creativity, Real Craftsmanship
All of the principal photography and video content featured in our latest campaign was created by professional photographers, videographers, food stylists, creative directors and production specialists.
We continue to invest in human creativity because there is simply no substitute for the expertise, instinct and attention to detail that talented people bring to every project.
From carefully styling ingredients to finding the perfect lighting and camera angle, every image is the result of collaboration, experience and craftsmanship.
The final visuals may look polished, but that is the outcome of great creative work rather than artificial generation.
Bringing the St Pierre World to Life
Earlier this year, our team spent five days in a London studio creating a brand-new collection of photography and video assets for both the UK and US markets.
The brief was simple: celebrate our brioche, showcase the versatility of the range and bring a touch of Parisian-inspired indulgence to everyday eating moments.
To achieve this, entire environments were built specifically for the shoot. From fully styled kitchens to bedroom sets and specialist motion photography rigs, every detail was carefully considered to create the distinctive St Pierre world.
The result is imagery designed to elevate everyday moments in the same way our brioche elevates everyday meals.
We are keen to defend human creativity and the creative industries. That is why we continue to invest in professional production and the talented people behind it.
Where AI Fits — And Where It Doesn’t
Transparency matters.
While we occasionally make minor edits during post-production to ensure assets comply with regulations, and in some instances may use AI-assisted tools for background elements, AI is never used to create our principal photography, product imagery or recipe content.
When you see a St Pierre burger, hot dog, croissant or recipe featured in our campaign creative, you are looking at a real product photographed by real people.
As AI technology becomes more sophisticated, we understand why questions arise. We welcome those conversations and believe the best response is openness about how our content is created.
This is about more than a single campaign.
Behind every image are photographers, stylists, producers, retouchers, designers, creative strategists and countless others whose expertise helps bring ideas to life.
By continuing to invest in professional production, we support creative talent while ensuring our content reflects the quality, care and attention to detail that consumers expect from St Pierre.
For us, quality applies not only to what is inside the pack but also to how we tell our story.
Behind the Scenes of the Shoot
These images showcase the scale of production, the creativity of the team and the attention to detail that goes into every St Pierre campaign. From set builds and food styling to lighting setups and photography equipment, every element played a role in bringing the final campaign to life.
Did St Pierre use AI to create its latest advertising campaign?
No. The principal photography and video content were created by professional photographers, videographers, stylists and production teams using real products and real sets.
Why do some campaign images look AI-generated?
Advances in photography, editing technology and production quality can make professionally created content appear highly polished, which is why some people may assume AI was involved.
Does St Pierre use AI at all?
In limited circumstances, AI-assisted tools may be used for background elements or post-production support, but never for principal photography, product imagery or recipe content.
How long did the campaign shoot take?
The campaign was produced during a five-day studio shoot involving multiple creative specialists and custom-built sets.
Why does St Pierre invest in professional production?
We believe in supporting human creativity and ensuring our content reflects the same level of quality and care that goes into our products.
