Recognised for its quality, excellent sourcing, M&S food has traditionally been photographed with an emphasis on the detail and perfection of the product. Commissioned to revitalise this approach for M&S’ international foodhalls, GTF set out to create images that felt distinctly natural. Working with stylist Lesley Dilcock and photographer Emma Lee, shooting was deliberately informal. Using available daylight, modest props, informal compositions and, importantly, giving the product natural space, the images allude to a world that is both authentic and accessible. The size that of the food within the final image was an important consideration, specifically the foods scale in it’s ultimate appearance on the foodhall walls; Images we knew would be sized to larger proportions were shot at a deliberately smaller scale to avoid oversized product. In keeping with these themes, related messages were first printed with hand-set metal type (reminiscent of old cookery books), then photographed and resized to expose the physicality of this crafted process.
Campaign Fedrigoni – Image library
Campaign Vitra – Vitra Classics
Campaign Kvadrat – Kittens
Campaign Frieze Art Fair – Fireworks
Campaign Kvadrat – Shapes
Campaign Shakespeare’s Globe Theatre – The Season of Regime Change
Exhibition Somerset House – Cute
Exhibition Science Museum – Who am I?
Exhibition Art Institute of Chicago – GTF: Resourceful Design
Identity Fedrigoni – Paper Box
Identity Gagosian – Identity
Identity Design Museum – Identity
Identity Frieze Art Fair – Identity
Identity Habitat – Identity
Packaging Homer – Homer
Packaging Herman Miller – Formwork
Product Tate/Perpetual Editions – Perpetual Postcard Calendar
Product Graphic Thought Facility – MeBox
Publication Andrea Caputo & Anniina Koivu – U-Joints
Publication Gagosian – Catalogues
Publication Fendi – The Fendi Set
Publication Penguin Books – Chatsworth, Aradia, Now
Publication Richard Avedon Foundation – Avedon Advertising
Publication Dior – Dior Images: Paolo Roversi
Publication COS – Creating with Shapes
Publication Gagosian – Gagosian Quarterly
Publication Bloomsbury – Heston Blumenthal at Home
Publication Gagosian – Crash: Homage to JG Ballard
Retail Vitra – VitraHaus
Wayfinding Vitra – VitraHaus Signage
Wayfinding Hult International Business School – Wayfinding