2016 Food Reel

We recently released our 2016 Food Reel.  It's a compilation of a number of projects I've directed and help produce. Food photography and motion are much the same, in that you are striving to get the attention of the viewer with mouth watering visuals to make them desire the product.  I've included a few behind the scenes photos of one of the shoots. 

To see more of our videos visit:  https://vimeo.com/channels/davidmorrisphoto

Food Stills:  http://www.davidmorrisphoto.com/portfolio/david-morris/food-album

A Dutch Master Inspired Shoot

Most photographers can count on one hand the number of times they pitched an idea to an agency and the client went for it. This project was just that!

Our friends at Woodruff Sweitzer came to us because one of their clients wanted to shoot of all the ingredients that went into their product. "Do you have any ideas?" they asked.  We said we'd think about it and get back to them in a couple days.

After doing a little research on the product, it seemed to have a very Alaskan wilderness feel. David called the Woodruff Sweitzer team and suggested creating a set similar to a rustic Alaskan hunters cabin, with an appropriately rustic table on which to place all of the ingredients. "What the heck!" David said. "We might as well go for broke and make it look like an old Dutch Masters painting!"

Well, to David's surprise, both the agency and client loved the idea!

Now what? How do we pull this off?!?

Fortunately, the final deadline allowed plenty of time to gather all the props and get the food products researched, ordered and assembled. It goes without saying that adequate time to prepare upfront really makes a difference to the final outcome of a project.

We ordered a rustic wood background, fresh salmon and trout flown in from Seattle, smoked leg of lamb, wild boar prosciutto, venison, turkey, berries, flowers and so much more. We researched and locally sourced the perfect table to shoot on. It just so happened though that the day we went to pick the table up, it was on sale, and all three Kansas City stores were sold out. Fortunately, we were able to find a similar table available in town. Wowza, that was a close call!

On shoot day, everything went flawlessly. The creative team's direction along with David's vision and our food stylist's top notch styling resulted in a final image that everyone was elated with. We collaborated well and had fun along the way.

David didn't have anything in his portfolio that looked at all like his vision, yet the agency and client trusted that we could pull it off.  He will be forever grateful for their trust. This project specifically reinforces that just because a photographer doesn't have an image of a red shoe or kid playing basketball or a "__fill in the blank__" in their portfolio, doesn't mean they can't shoot exactly what you need and make it look awesome.

We truly believe that if opportunities for photographers and agency creatives to collaborate happened more frequently and sooner in the creative process, there would be more innovative and eye catching advertising imagery in the marketplace.

Please keep throwing challenges like this at us, and we'll keep knocking them out of the park!

David adding some finishing touches to the set.

Our Food Stylist unpacking the white quails she sourced that morning in Nebraska.

Sarah Hunt, aka "The Fish Whipper."

Fresh trout, anyone?

Nothing like a little jump rope with the sausage links!

Putting some final touches on the image in post.

A little input from the creative team.

Working with the wild life painter to makes sure the colors look right on the new packaging.

We were thrilled to have our friend Steve Sweitzer on set a few weeks before he retired.

David and Sarah's version of the final image.

Macro Focus Stacking

We were recently tasked with shooting a sunflower seed for an ad agency that specializes in agriculture. Their client needed the image for a billboard and print ad campaign. For comparison, sunflower seeds are about 3/8 inches tall by 1/4 inches wide. Billboards, on average, are 14 feet tall by 48 feet wide. So...in order to get images of the teeny, tiny seed as large as possible, we needed specialized equipment. We rented a Canon MP-E 65mm Macro Lens that is capable of 5x magnification and a focusing rail. 

Because of the extreme magnification, we had very little depth of field – say, about the thickness of a sheet of paper. Therefore, we ended up employing a process called "focus stacking." We shot in increments of 1/4 centimeter to capture 15 images of the seed at various focal depths. While none of these 15 images had the seed entirely in focus, collectively, they contained the data needed to generate one focused image of a sunflower seed. 

We used Photoshop to blend the 15 shots together and generate the final seed image. Photoshop masks out the unfocused areas and keeps the areas of the image that are in focus. The end result is a crystal clear image in focus from top to bottom. Stand alone programs such as HeliconSoft and Zerene Stacker also offer this feature. If you plan to do a good deal of macro focus stacking, I'd suggest investing in a stand alone program.

Photography is about problem solving and visually communicating what your client wants to say. This project employed one of the smallest subjects we've ever photographed, and we had a blast figuring out how to show every detail of a sunflower seed!

Wide view of our teeny, tiny set.

Closer view of the set and seed being photographed.

We shot the seed on its side as it was easier to light it horizontally. It was rotated vertically in post-production.

Focusing rail we rented, which allowed us to seamlessly move the camera 1/4 centimeter at a time. 

David concentrating on focusing and shooting every 1/4 centimeter.

The final image with the "stacked" sunflower seed for the billboard campaign.

David's stylized version, with a more dramatic sky.