white rabbit pizza

Pizza Time

Creating food photography for packaging

it’s Pizza Time!

Considering the length of time we’ve been working in food photography, it’s amazing that we’ve had to wait so long to shoot pizza! Well here was our opportunity, presented to us by the guys at White Rabbit Pizza. At Pocket Creatives we work with a huge variety of different food and drinks producers, both ones you’ve heard of, and plenty that you’ll hear more from in future. We’ve covered everything from cocktails to insect protein snacks already, so pizza is one of those mainstream foods we definitely needed a slice of!

white rabbit pizza
white rabbit pizza
white rabbit pizza

White Rabbit were looking for some new imagery for their full range both for on-pack imagery but also for social media usage. The way we typically shoot is to work by priority objective – in this instance, the on-pack imagery was the most important so we built the session around those, knowing that the extra shots, closeups and interaction shots would easily slot into the schedule alongside.

As there was a lot of prep and cooking involved, we also brought in the expert skills of food stylist Ella Tarn. While we’re great at capturing the right shots, I personally could burn a house down making a pot of tea, so my chef skills don’t quite match! As a general note, when cooking foods for camera, someone who knows how to expertly prep a dish is as important as the photographer.

white rabbit pizza
white rabbit pizza
white rabbit pizza

Basing ourselves at the fabulous 69drops studio in London’s Whitechapel and their brand new kitchen studio, we worked from one pizza to the next, largely shooting top-down and then mixing in some handheld alternative angles. The lighting is usually set up just once to ensure that we can move swiftly as soon as the food is ready, making the most of it while it’s hot and in peak photo-able condition. Backgrounds were kept uncomplicated, slightly rustic, to complement the look of the pizza. Likewise with props, with limited real estate on packaging, we wanted to make sure that the food is always the focus, so the base and ingredients are what catch your eye not anything else.

white rabbit pizza
white rabbit pizza

What we’ve created here is a vibrant and detailed set of imagery, slightly over-sized to allow for easily re-positioning around the box artwork. In delivering slightly different versions has also allowed us to hand control back to the client for them to select the right combination of master shots.

Curtis Smith, Brand Manager at White Rabbit Pizza says: “Fantastic team. Pulled together a shoot for us very quickly, lots of flexibility on the day and delivered shots afterwards ahead of deadline – great to work with!”

white rabbit pizza
white rabbit pizza
white rabbit pizza

Keep a look out for our images on their new range in Sainsbury’s, Planet Organic, Booths and Waitrose among others.

Steven Mayatt, Creative Director / Photographer

Steven Mayatt of Pocket Creatives

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