How fast are you at fast food?
(Laughs) That is an allusion to the “pure-bite reflex”, yes? Fast food photography has its very own criteria. A good image immediately fills the viewer’s mind. Between the first glance and a watering mouth is ideally only milliseconds. It’s not about how fast the food is served, more about the decision to buy it. How do you plan such a project?
Once a layout is approved, everything must go quickly: food styling, set construction, ordering of goods, planning deadlines. Everything must be brought under one roof. Various processes and departments are synchronized. We also need to organize and store really large quantities of ingredients that come in for such a shoot. It’s absolutely necessary to have a well-established team. I am very happy to have really good people around me. Are there any special things to think of?
Absolutely. The images must fit many different formats. This means that different proportions always have to be taken into account. “One size fits all”, isn’t that the promise? We have to make that a reality.