Do you know those food commercials where the presented food is so beautiful and flawless that you start doubting if it is real or not? Well, most of the time, it is real. The process of capturing the perfect looking product is so carefully made that it requires several steps from cooking the food in question to perfectly placing it in front of the camera. It needs to look harmonious, tasty and appealing, in other words, the image needs to convey to the viewer the want to buy it.
It takes a lot of work to get the perfect photograph of a food. The photographer, such as Adrian Harrison, needs to work alongside the client and several other professionals such as a food stylist – yes, this job exists – to be able to capture the beauty of the food itself. Panels, solid backgrounds, various spots of lighting, among other needed props, will be used to create the perfect image or video that will attract new customers. Furthermore, the photographer will also place small hints throughout the propaganda to indicate what brand is currently being shown. Everything is important when photographing a food, nothing can be ignored because every small detail will weigh on how the final image will be.
It is important to emphasize that each and every step is important when photographing because everything needs to be in harmony. As for foods, it is common to see the client using the best ingredients and chefs to make a beautiful plate. However, if the food in question is susceptible to changes due to the heat or time, such as icecreams, it is also common to use props as a replacement. This technique is mostly used on long-terms shoots, ranging from commercials to movie productions, when the food is usually a part of the scenario. Therefore, it should look appealing yet realistic. However, as for commercials, the photographer needs to be careful to not deceive the eyes of the customer, because the client wants to sell a beautiful, yet not always perfect, product.
On the other hand, some commercials display such a perfect and flawless product that some customers can become displeased when presented with the real version of it. Therefore, to avoid such misunderstandings from happening, the brands prefer to put a disclaimer on the end, or throughout, the commercial, and, also, use real food. With that said, big brands, such as McDonald’s, have already taken a step forward and shown hardships behind the process of creating a new propaganda for each different media. Whether it is a public stunt or not, its purpose to show each and every step from the production of the food, the styling and then the photographing session, was successful.
The act of creating a high-quality image requires the photographer to have a great communication with the client and a clear understanding of what has to be done to achieve a certain goal. Therefore, after choosing the right path, the client has to trust the photographer to capture the perfect image to attract more revenue. However, it is of extreme importance that both of them keep in mind the purpose of the commercial and how the public will be affected by it. The quality of a food commercial is not decided by the brand or the photographer but by how the public reacts to it.