Inspired by the global success and popularity of MasterChef, photography client All About Food asked Shoot the Moon to photograph a new range of products for food lovers to enjoy at home.
With over 70% of the UK population tuning in every week, MasterChef was the most tweeted cookery show in 2014, but despite the growing interest and passion for food, consumers are still looking for shortcuts in the Kitchen.
To answer this call for convenience, All About Food developed the MasterChef Food at Home range, which includes cooking kits, recipe based sauces, herbs and spice meal kits, oils and vinegars and cooking stocks.
All About Food requested a range of uniformed photographs using daylight, shot for packaging and compensating for dot gain through the production process.
This meant creating identically lit shots under daylight and post production to account for repro requirements.
To overcome the challenge of light, STMphotography created a balance between the use of daylight and a small amount of flash.
Adopting this technique controlled the appearance of each shot and ensured the light on the Chef’s whites was consistent. This helped overcome a key element of the brief as it was important to show the range as a family of products that would mirror the format of the TV programme and carry through to in-store placement.
All About Food have launched the range with a selection of Oils, Stocks and Gravies which are available in Tesco stores as well as on the All About Food website. More products from the range will go on sale later in the year.