ASSIGNMENT TWENTYONE
Let’s cook something delicious.
ONE RED BALLOON
This is a ‘Table Top” or still life food shot.
The assignment: an image to accompany a simple recipe for an InFlight magazine. Those are the little monthlies that most of the airlines have in those seat pockets. Some are good, some are not.
This is one of the good ones.
Here are the parameters for the shoot.
The surface should be simple, without a lot of texture.
Acceptable would be cutting boards, a piece of white floor tile, black glass, aluminum, and so forth.
The client has stipulated that a plain surface is to be used, as they want to put some type on the image to call out the ingredients.
Keep that in mind as you shoot it… the type may or may not be added to your image.
The shot should be from above looking down. At least 45 degrees, but a full 90 degree (lay-flat) would be acceptable.
This is a vertical image, not a landscape. The AD has mentioned that it may be used anywhere from a quarter page to a full page… that hasn’t been decided yet. Most magazines are portrait in orientation, your photo must be as well.
Choose a recipe that is very simple with only a few ingredients.
Salsa comes to mind… or Guacamole.
(But then I am always thinking salsa and guacamole, heh.)
Perhaps a fruit salad.
Or some sort of shrimp appetizer.
Just make sure they are easy to get ingredients and you will be able to style them in a competent way.
Ingredients shot means NOT prepared… what foods go into the making of the dish.
Guacamole for instance: Avocado, tomato, tomatillo, onion, peppers, Cilantro, spices.
Recommendation… keep the light simple. Keep it flattering for the foods.
Soft, diffused lighting with plenty of fill is the kind of thing they love, so keep that in mind as well.
We light from the back in almost every case of this kind of work. Exceptions can be found, and if you are doing a lay-flat or working with multiple hard lights you may use what is appropriate for your vision.
If you go shopping for the ingredients, make sure that they are the best items. Green chilis can look good or be all battered around… choose the most photogenic of the food items. I recommend the higher end stores and be very careful during transport. That tomato can look good until someone drops five pounds of potatoes on it.
Shoot immediately… the produce begins to degrade right away.
Only one utensil is allowed to add context… only one. A spatula, mixing tool, knife, peeler… only one. And if you use one, make sure it is cool. Vintage is very cool but old and crummy is not.
THE ASSIGNMENT
Two images for the magazine. One is a single page (portrait orientation) and one is a double page (“double-truck”).
On both images, leave space for typography. On the double-page spread, ALL of the copy will be on the left side of the page, so there is no reason to leave room on the right. However, do not leave the left hand of the image naked.
This is a sample image showing the center part (the fold/gutter) of the magazine.
If you are having a hard time coming up with something, here are 6 briefs to be inspired by.
Brief 1: Ingredients Flat-Lay
Concept: Arrange the ingredients of the recipe (salsa, dip, or charcuterie) in an organized flat-lay composition.
- Focus: Emphasize the simplicity of the ingredients with clean lines and spacing.
- Props: Use a neutral or lightly textured surface (e.g., wood, marble, or matte white) with one utensil (e.g., a small spoon or fork) subtly placed for balance.
- Lighting: Soft, diffused light to avoid harsh shadows and keep the look fresh and minimal.
- Orientation: Portrait for a single-page layout.
Brief 2: The Finished Dish with Ingredients in Context
Concept: Showcase the finished dish in the center with a few ingredients casually arranged around it.
- Focus: Balance minimalism with storytelling—make it look like the dish just came out of the kitchen.
- Props: Include a textured napkin and a small dish or ramekin for additional visual interest.
- Lighting: Side or backlight to enhance texture and create gentle highlights on the dish.
- Orientation: Landscape for a double-truck layout.
Brief 3: Dynamic Prep Scene
Concept: Capture the action of preparing the dish, such as chopping, mixing, or sprinkling ingredients.
- Focus: Freeze a moment that feels casual and inviting, with a hand or utensil subtly in frame.
- Props: Use a simple cutting board, a mixing bowl, or a small bottle of olive oil to add layers.
- Lighting: Natural-style light with a hint of shadow to add depth.
- Orientation: Portrait for a single-page layout.
Brief 4: Minimalist Charcuterie Board
Concept: Create an artistic arrangement of simple charcuterie items (e.g., cheese, crackers, fruit, nuts) with negative space for breathing room.
- Focus: Keep it clean and uncluttered, showcasing a harmonious mix of textures and colors.
- Props: Include one knife resting on the board.
- Lighting: Overhead light softened with a diffuser for even exposure and minimal shadow.
- Orientation: Landscape for a double-truck layout.
Brief 5: Ingredient Spotlight
Concept: Highlight a single hero ingredient from the recipe, such as a ripe tomato, vibrant avocado, or fresh herbs.
- Focus: Use a shallow depth of field to create a dramatic, almost portrait-like composition of the ingredient.
- Props: A small bowl or plate can serve as a pedestal, with other ingredients subtly blurred in the background.
- Lighting: Dramatic side lighting to enhance texture and vibrancy.
- Orientation: Portrait for a single-page layout.
Brief 6: Casual Table Setting
Concept: Simulate a casual table setting with the finished dish ready to be enjoyed.
- Focus: Include a plate with the dish, one utensil, and a small glass of water or wine.
- Props: Add a folded napkin or a small vase with a single flower for a touch of elegance.
- Lighting: Warm, soft light to create an inviting atmosphere.
- Orientation: Landscape for a double-truck layout.