Food art direction, photography and content
Over my creative career I’ve developed quite an appetite for everything food related. I’ve been very lucky to work with some wonderfully talented creative minds, many of them specialising in food related creativity. Photographers, chefs, stylists, recipe writers, food writers, industry specialists, and illustrators, all obsessed with creating the most beautifully appetising content. With them I’ve art directed shoots, imagined new recipes, helped devise copy, storyboarded sequences, assisted filming, advised on set, and briefed them all.
I’ve worked with the FMCG giants — Tesco, Unilever, Nestlé, P&G — and their brands, to create compelling and inspiring experiences with a huge variety of food, from ready meals to classic roasts, herbal teas to yogurt pots. I’ve worked with incredible photographers such as Clive Streeter (Martha Stewart, Waitrose, Fortnum & Mason), Tony Hutchings and Hilary Moore (M&S, Observer Food). I’ve helped agencies such as Dunnhumby, J. Walter Thompson, Arnold KLP and Maher Bird with their FMCG and food industry clients. In 2016 I helped JWT’s Philadelphia client to visualise how their product could be perceived in a more authentic way by their customers for their Angels TVCs.
As a committed gastronaut, it’s the food related projects that I cherish the most, and that are often the most satisfying.
food projects
J. Walter Thompson
— 2016
Arnold KLP
— 2014
Pepsi Max
Douwe Egberts
Jack Daniels
— 2011 to 2012
HiPP Organic
Maher Bird
— 2011 to 2012
— 2002 to 2009
• Organic
• Finest*
• Healthy Living
• Light Choices
• Flora
• Bertolli
• Lipton
• Nescafé
Bernard Matthews