Creative Director / Photographer
Food photography has become a mainstream phenomenon. Restaurants, food bloggers, home cooked meals, it’s #foodporn everywhere. In the mass of all these sharable photos, food tends to turn into something superficial.
MENU shows a fresh unique take on photographing food. Like art, or actually anything in life, food will gain more emotional value when you know the story behind it. So, instead of focusing on a finessed dish on a plate, MENU takes you back to the origin of creating a menu. Sticking to the same principles and values a chef would when creating a menu.Paying a lot of attention to details, composition and preparation. Considering the sequence of serving and keeping each ‘course’ exciting and surprising.Served the closest place you can get to a chef’s mind: on his face.
“So on average, the photos would take about six hours to prepare. We wanted everything to be crafted by hand, and we really wanted the ingredients to be the hero. Robbie would go to the studio after work to start sticking ingredients onto his face in front of a mirror. Our big thing was that all the photos had to be in-camera realism with no digital manipulation. So that meant that depending on the shot, we would be limited to the number of photos we could take.”
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