SOFTWARE / ITC
ITC MastAR Chef
A tiny chef who cooks on your counter.
An augmented reality mini chef that guides you through ITC recipes in your own kitchen, with 3D food appearing on your own plates.
Client
ITC
Year
2024
Discipline
Software
Build time
1 month
Services
AR, 3D, iOS, iPadOS
The brief
Put a chef inside the home kitchen.
ITC wanted its culinary expertise working beside people as they cooked, rather than sitting on a recipe page. The experience needed to teach by showing.
The constraint
If the food looked rendered, the illusion was gone.
The miniature chef could be playful, but every ingredient, plate and finished dish still had to look edible and believable on a real kitchen counter.
Film / MastAR Chef
The chef, on a kitchen counter.
THE FOOD
Photographed, then mapped.
Charred mushroom edges, the colour of microgreens — every dish was shot in detail and mapped onto 3D models, so what appears on your plate reads as food rather than as rendering.
Real food
Photographed, then mapped onto models.
THE TECHNIQUE
Magical hands hold the knife.
To teach knife skills without the knife, technique is demonstrated by disembodied hands, visible from every angle, with nothing to cut yourself on. Plating works the same way — food appears on your own crockery.
WHAT HAPPENED
Built for iPhone and iPad in one month.
ONE MONTH
The entire application, start to delivery.
iOS + iPADOS
Shipped on both, from one build.
Client words
Chef Paul Noronha
Executive Chef, ITC Maratha
“MastAR Chef turned a recipe into something people could follow on their own counter. The miniature chef and realistic food made culinary guidance feel present, playful and practical.”
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