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SORA 2 - LOOF
Project type
VIDEO
Concept Overview
The Loof Project is a satirical, high-concept creative campaign that reimagines Marie Antoinette as a modern-day beauty and lifestyle influencer. Through the absurd fusion of royal opulence and everyday canned meat, the project explores how aesthetics, consumerism, and content creation intersect in the age of social media.
It transforms Loof, the iconic Israeli military canned meat, into a luxury lifestyle product — complete with unboxing videos, ASMR moments, influencer “What I Eat in a Day” clips, and beauty-style product shots. Each video or visual treats Loof as though it’s haute couture, while subtly critiquing how easily anything can become aspirational when wrapped in the right filters and tone of voice.