![Two oysters lie with herbs and sauce on a dark blue powder background](https://www.kai-stiepel.com/wp-content/uploads/2022/07/Powder-Press-Auster-MERGE-B.jpg)
Food Advertising
![Two oysters lie with herbs and sauce on a dark blue powder background](https://www.kai-stiepel.com/wp-content/uploads/2022/07/Powder-Press-Auster-MERGE-B.jpg)
![McCafe Cappuccino and Donut are standing on a tray. A womans hand holds the cup](https://www.kai-stiepel.com/wp-content/uploads/2022/06/McCafe_Menueboard_MessageDonuts_Cappuccino.jpg)
McCafe
![you see a confectionery Marzipan Bread with almonds for packaging photography](https://www.kai-stiepel.com/wp-content/uploads/2020/10/Marzipan-Ei-Brot-25g-A-MERGE.jpg)
Confectionery Packaging – Zentis Marzipan
![Packaging relaunch Yogurette, a package stands in a virtual pink room with strawberries, chocolate bars and milk drops](https://www.kai-stiepel.com/wp-content/uploads/2020/10/Yogurette-Intro.jpg)
Packaging Relaunch for Yogurette
![Three scoops of strawberry ice cream are in an iced shell. This stands on a colored baking paper. turquoise painted wooden board as background, blue background](https://www.kai-stiepel.com/wp-content/uploads/2018/02/Mövenpick-IMAGE-Erdbeere-A-021.jpg)
Mövenpick Ice Cream
![natural cheese and cranberry sauce lie on a on a wooden board, ingredients lying outside. colorful blue background, colorful light green background](https://www.kai-stiepel.com/wp-content/uploads/2018/01/ZOE_RGB_Natural.jpg)
Zoe & Zazu Cheese
![Food Allegories, severel piles of dirty dishes white backdrop Food Allegorys](https://www.kai-stiepel.com/wp-content/uploads/2016/12/Schmutziges_Geschirr-1-650x415.jpg)
Bosch Food Allegories
![food photography of a rice balls with spinach and mozzarella vegitarian](https://www.kai-stiepel.com/wp-content/uploads/2017/02/Spinaci-e-mozzarella-b.jpg)
Food Photography for L’Arancineria
![man with arms spread stands behind a barbecue, grilling dinner in front of a industrial location outside shooting](https://www.kai-stiepel.com/wp-content/uploads/2017/02/Weber-Global-heating-A-MERGE-closer.jpg)
Weber Grill Barbecue Shoot
![Prime Chicken Fast Food advertising white bright Setdesign](https://www.kai-stiepel.com/wp-content/uploads/2016/11/PrimeChicken-Burger-DTL-650x304.jpg)
Mc Donald´s POP
![two ouzo hierbos bottles liquids and two filled glasses with herbs and icecubes in front of white wooden planks](https://www.kai-stiepel.com/wp-content/uploads/2016/12/OUZO-HIERBOS-354x500.jpg)
Ouzo Hierbos Liquids
![fast food ingredients of a wrap looking like a oil picture, fast food mcdonalds austria](https://www.kai-stiepel.com/wp-content/uploads/2016/11/fastfood_Gemaelde_gefluegel-650x400.jpg)
Fast Food as Art
![Advertising food pictures of roll with three different marmelades overlapping as diagramm](https://www.kai-stiepel.com/wp-content/uploads/2016/12/SZ-Marmelade-354x500.jpg)
Süddeutsche Zeitung Food Pictures
![Appenzeller cheese slices with spices and star anise on the wooden underground add with typography](https://www.kai-stiepel.com/wp-content/uploads/2016/12/Appenzeller_Kaese_Salesblatt-354x500.jpg)
Appenzeller Cheese
![Images of macarel with artichoke paprika pepper salt garlic old knife packaging for paperlove](https://www.kai-stiepel.com/wp-content/uploads/2016/11/Makrele-Pfeffer-A-9293-MERGE-650x388.jpg)
Paperlove Images
![people with food for lidl little boy with muesli milk and fruit in a mountain hut](https://www.kai-stiepel.com/wp-content/uploads/2016/12/Lidl_Plakat_Milch_Kind-650x467.jpg)
Lidl Billboard – People with Food
Food Advertising
What’s there to eat today, Kai?
It’s between noodles and Indian curry. But it will definitely be a big order as we usually have when we have a food advertising shoot. I like teamwork with many specialists. Everyone is doing their best and there is always something new happening, so they deserve a lot of good food.
What is your special point of view in food shots?
I think branding plays a special role in food advertising, because our connection with what we eat to who we are is very important. That’s why you want to trust the food.
And what is maybe different on the set than usual?
Some foods just don’t look delicious. And others don’t look appetizing after hours under the lights. Here again is why food styling is so important. Interestingly, the scaling is something hardly anyone thinks about, but for details to be really impressive, you have to be a bit tricky with the proportions.
Can you talk about a few examples from your experiences?
I remember a shoot for a cookbook. We wanted to shoot a “spurt” of a fine sauce with herbs but the contours weren’t clean. So we had to take the shots of the sauce without the herbs—for the outline and other places—and then assemble them in post production.