Combining Practical, In-Camera VFX for Kinder Bueno Super Bowl Spot
This article originally appeared on Post Perspective, February 6, 2026
Preymaker completed VFX and color on Kinder Bueno’s first-ever Super Bowl spot, in collaboration with brand agency Anomaly and production company Smuggler. It is a cinematic, effects-driven spot built around practical production and in-camera VFX. Papercut handled editorial, and Wave Studios covered audio.
To bring cinematic scale to Kinder Bueno’s Big Game debut, production shipped a real spacecraft fuselage, complete with working lights, along with authentic astronaut suits and helmets worn on-set. Rather than filming the control room in a traditional office setting, production design used a volumetric screen to create one wall of the set, housing emergency graphics and spaceship visuals while also influencing lighting throughout the scene.
To further ground the campaign in practical filmmaking, the team built a physical miniature set of an alien planet with in-camera lighting passes, pushing beyond traditional post production VFX.
“Rather than doing it all in CGI, we decided to lean into model-building and create a practical asteroid landscape,” Kneale says. “It was really cool getting back to the physical practicality of things so that it wasn’t just a visual effects spectacular but a real multi-faceted production.”