Wednesday, June 20, 2012

Making bad food look good

Yesterday on the set of a video shoot, I was talking with one of my clients about the complexities of shooting food and why it's the details that matter in making a dish look good on camera.

Of course, the way things work in my world, this morning while surfing the web for a blog topic I came across this video from McDonald's in Canada about how they make their burgers look so good in their ads.

First of all, this is a pretty accurate portrayal of the process. If you're going to shoot food, you better have a lot of patience. Tweezers, paint brushes and syringes are tools of the trade for a professional food stylist. It is tedious, meticulous and focused. It has to be if you're going to make a Quarter Pounder look appetizing.

The other thing I found interesting about this video was that McDonald's made it. It's a good example of the kind of transparency most people are looking for from the companies they do business with. It answers a question people actually ask, and does so honestly without sharing too much information.

It just goes to show that with the right talent, time and attention, you can make just about any product look good.


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  2. Thanks for sharing - I've never seen a 'food-shoot' before and find it super interesting. I agree with you, great initiative from McDonalds. I was expecting the movie to be a lot more self-promotional than it actually was. I also think this has a lot to do with Hope Bagozzi 'performance' - she seems very professional, trustworthy and likable in this video. Marielle @CloudNineMedia

    1. My pleasure, Marielle. I felt the same way about the video. It was very honestly and professionally delivered. Not overly slick, but entertaining enough to make the minutes spent seem worthwhile.

  3. Have you seen this Harvey?

    Looks like we're not the only ones that really liked the video!