Mindful Chef - Food Styling & Art Direction
Food styling and art direction for Mindful Chef's product and lifestyle photography, spanning weekly in-house recipe photography through to full advertising campaigns featured across London and the UK
FOOD STYLING · ART DIRECTION
I shifted the brand's visual direction entirely, moving towards a cleaner, brighter and more modern style that let the food take centre stage. The result was a distinctive aesthetic: vibrant, natural and abundantly appetising, rooted in the brand's commitment to healthy seasonal ingredients.
I art directed Mindful Chef's first nationwide campaigns, stretching from magazine inserts and web banners to the tube, train stations and out-of-home sites across the UK.
Behind the scenes
Behind the scenes — vinyl marble backdrop, food styled and ready to shoot
Campaign shoot in progress — dishes styled and set up on location
All hands on deck — the office team recreating a dinner table scene for the shoot