Marketing Shares
Cheerwine is a 100-year-old, family-run business born in the South... with a great product, a lot of character and a big following. Using their branded materials in a restaurant setting is "paying if forward", but mostly, it makes the food experience more interesting and instills confidence in your brand.
So When Is A Fungus Sexy?
My thoughts on shooting food are simple: "It sells itself when you give it encouragement". Modern food "portraiture" is very organic and much less fussy than just a decade ago. Showing edibles in their best light usually means making use of the natural light available and accentuating the best features... juicy, crisp, and whatever "fresh" means to that dish or single ingredient. Garnishes can sometimes be the most striking part of an otherwise lackluster plate, not all delicious foods are colorful too, or have good texture. That's when a stunning strawberry or a noble sprig of parsley can bring it home. Those accessories suggest a relationship between garden and recipe and that's a good thing. Clients often ask "can you fix that with Photoshop?", referring to a minor imperfection in a dish and the answer is "Yes", as long as the problem isn't the color. I don't alter color to make it more brilliant or do anything that changes the ambiance of the restaurant. The time of day and year, give photos authenticity when natural light is the common denominator throughout a photo shoot and within the photo library of each client.
