Food Photographer, Food Photography – John Munro Ltd.
A huge food photography shoot for the fine meat butcher chain John Munro that included all beef and lamb products for a new venture into the web. Not only this a wide range of images for a new marketing approach and yes, loads of recipe cards.
The issue with meat and poultry products is not to sell a ‘finished meal’ but the cut or the product and, sometimes being a meat or poultry product it doesn’t always look pretty until its been cooked at which point the mouth waters. Think of a beef joint raw and then roasted…
Now some clients like to have the product cooked and others prefer the product to be shown as it is at the counter – to show the quality of the meat and the care in the butchery process. This latter approach was the one taken, so we had to style the images as a’ hinted’ meal but focus very heavily on the cut or products themselves.
Then the issue in consistency of styling – some of the joints can be huge and some of the cuts very small – so approach to composition was a challenge as it is will all our meat and poultry clients.
Then you have repetition – the styling has to present each image within a styling framework as a unique composition – its very easy to fall into the trap of just changing the product and leaving the styling set – not very creative! So when it comes to over 150 product cuts that’s 150 different sets to be created, props found and selective lighting used.
Great fun though and their product is second to none when it comes to quality.
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