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 libraryCampaign Vitra – Vitra ClassicsCampaign Kvadrat – KittensCampaign Frieze Art Fair – FireworksCampaign Kvadrat – ShapesCampaign Shakespeare’s Globe Theatre – The Season of Regime ChangeExhibition Somerset House – Miles Aldridge: I Only Want You To Love MeExhibition Science Museum – Who am I?Exhibition Art Institute of Chicago – GTF: Resourceful DesignIdentity Fedrigoni – Paper BoxIdentity Design Museum – IdentityIdentity Frieze Art Fair – IdentityIdentity Habitat – IdentityPackaging Royal Doulton – OlioPackaging Herman Miller – FormworkProduct Graphic Thought Facility – MeBoxPublication Gagosian – CataloguesPublication Fendi – The Fendi SetPublication Richard Avedon Foundation – Avedon AdvertisingPublication Dior – Dior Images: Paolo RoversiPublication COS – Creating with ShapesPublication Gagosian – Gagosian QuarterlyPublication Thames & Hudson – M to M of M/M (Paris)Publication Bloomsbury – Heston Blumenthal at HomePublication Gagosian – Crash: Homage to JG BallardRetail Vitra – VitraHausWayfinding Hult International Business School – Wayfinding