Silver 2022 Advertising / Food
"The taste is in the foreground and the product is the star".
This is the credo of most (top) chefs and at the same time reflects the opinion of many foodies and restaurant critics.
FOOD-iD is my attempt to deal with this motto from the point of view and with the means of a photographer.
Taste is not visible, so I focus on the colours and textures that give each product its own identity.
The setup is designed to support or accompany colours and textures in a converging or contrasting way.
In March 2017, Berlin-based "mxprivé" started his Instagram account.
Originally conceived as a food account, the imagery was soon to play an important role.
The set up is always minimal so as not to distract from the food or the respective dish.
mxprivé pursues the desire, through its purist-aesthetic visual language, to bring the characteristics (colour, structure, consistency) of the food, the product to the fore and in this way to achieve more awareness and appreciation for the food, the dish and the cooking craft in the viewer.