As well as looking after the Tesco Organic campaign for three years, I was tasked with invigorating a number of FMCG and food brands with campaigns using bespoke photography. I put together some very experienced teams including photographers, home economists, recipe designers, stylists and assistants, often with a few models and the client’s brand manager thrown in for good measure.
The shoots had their own challenges. I always insist on entirely natural food photography, without use of tricks, as well as natural lighting. Sometimes the food would arrive pre-cooked, such as the Tesco Finest* shoot, giving us the extra challenge of getting it all looking as freshly cooked as possible. I’m always keen to stay ahead of the trends, highlighting local produce, detailing provenance, and promoting organic and sustainable ideas and methods where I could. Food photography has always fascinated me — such that I have recently started concepts for a local south London recipe book.