What we do? Food…

Here’s an enquiry that we get reasonably regularly: do we do food photography?

To which we have to be a little equivocal. Well, yes. And no. Let us try to explain.

We do, and we have done, food photography. But not with the aim of selling food. Except it’s also not that simple. Our food photography does not aim to sell a particular item of food.

There are two ways to sell a food (or drink) product. One way is to show off the product itself, and make this product look as appetising as possible. Think of a cool can of Coke, with water droplets on the can’s surface, on a bed of ice. It looks refreshing. It makes you yearn for the taste and the chill it brings on a hot day. Or a fresh, loaded burger. Crisp lettuce, flawless bun. Presented on a plain, bold coloured background. It’s striking, mouth-watering, and perfect. So perfect, in fact, that you’ve never seen a burger like this in the wild.

We don’t do those photographs or videos. These are specialist set-ups. The water droplets on the can’s surface are not water. They are probably glycerine. In fact, much of what you see (and don’t see) to make these photographs look so appealing is inedible. In fact, the food being photographed itself is probably inedible. This isn’t a bad thing. The food could be made to look like this naturally, but your window to photograph it then becomes too short. This food takes styling. It takes a specialist. And that is not us.

But what if you are selling the idea of the food. The lifestyle. The feeling you have when you consume the food or drink. Think about beer adverts - yes, they show the beer. But what they show more is the time spent with friends, the joy, the euphoria of spending time with others doing amazing things in beautiful or cool locations. You can sell a product or a venue this way. The food and drink are the social glue behind the lifestyle you want. And that we can do.

We’ve worked with hotels, venues and companies that want to sell the feeling you get when you visit them or use their service. The food is present, but it’s not the focus. That is what we can do - sell the magic and emotion that goes with your food. you can even use real food!

So if you want to sell the vibe of your food and beverage, and not a specific product, then please do get in touch.