Maverick Studios entered the XR space in 2022, testing its potential within the QSR industry. The goal was simple: explore how extended reality could solve real production challenges for food content while increasing crave, scalability, and flexibility.
By 2024, that exploration became infrastructure. We launched a fully renovated 1,300‑square‑foot studio anchored by a 39‑foot XR wall, with the flexibility to add floor, ceiling, and additional wall tiles tailored to each project. This marked the debut of The Content Kitchen—Maverick Studios’ dedicated production arm built for modern, high‑volume content creation.
Why XR—and why it matters for food production
Extended Reality (XR) brings environments to life at the push of a button. Traditionally, food production has meant shutting down live restaurants, coordinating around operating hours, and absorbing costs tied to lost wages, wasted food, and complex logistics. XR removes those constraints by recreating fully controllable restaurant environments saving both time and budget.
Need to shoot in the Middle East and Latin America on the same day? XR makes it seamless, without travel. Multiple locations. Multiple looks. One stage.
XR also enables real‑time adjustments that would be costly or impossible on location. Need to move a sconce behind talent’s head? Done in seconds. Change signage or wall art? Just send the file. Controlled environments allow productions to pivot quickly while maintaining visual consistency and creative intent.
Built for scale, speed, and variety
Today, our XR stage supports a wide range of content, from stills to motion. Live streams, social content, TV commercials, and PR assets—the space is designed to support projects of all sizes and timelines.
Need a SportsCenter‑style broadcast environment for March Madness? We can do that. Want to capture multiple brand worlds in a single shoot day? That’s exactly what the space was built for.
Even changing out simple color backgrounds for productions moves faster.
Our work is powered by top‑tier directors, DPs, food stylists, and crew—collaborating to deliver high‑quality content efficiently and at scale. In addition to bringing more production in‑house, we’ve partnered with external teams to bring their storyboards to life. Most recently, we collaborated with Children’s Healthcare of Atlanta, using the XR wall to capture five distinct scenes in a single day for their final commercial.