The Evolution of Food Beauty with Picture Perfect
If you’ve been on social media lately, chances are you’ve seen some stunning food photography. Glossy, mouth-watering images of food are taking over our feeds, and it’s no wonder why – they’re simply irresistible! But this phenomenon is more than just a passing fad. Cinematic food photography is becoming increasingly popular in the film and television industry, as well as among independent filmmakers and YouTubers. And social media is playing a huge role in this trend. So what is it about these images that have us all drooling? Keep reading to find out!
A decade ago, Picture Perfect set down roots in Atlanta. It did not take long for our cameras to find the food beauty side of the industry. Before social media, there were cooking shows and cooking channels, but the visceral approach to food has only gained significance in the last 15 years.
History
In 1936 as part of a television programme called London Characters on BBC, Rosina Dixon was possibly the first depiction of cooking on television. The program aired live, and Rosina was depicted singing as she rolled her pastry, claiming it kept it light. Three weeks later, Moira Meighn appeared in a cooking spot explaining simple examples of what can be prepared with minimal equipment. Over the years, cooking shows have become an integral part of the entertainment industry.
Early on the use of film to showcase food was much more in an educational or entertainment manner rather than “hands on How to.” Over the years, Food continued to be a poignant piece of entertainment in television programming, evolving to the social media 30 second meal reels we scroll through on our feeds everyday.
Picture Perfect Food Beauty
Picture Perfect has worked hard over the years to continually elevate our game in the food beauty realm. Each project is an opportunity to perfect our craft. Recently Picture Perfect wrapped a 50 episode narrative on the Culturally expansive food that can be found in Atlanta.
From some of Atlanta’s greatest landmarks like Paschal’s to the hidden gems like Buford Highway’s Stone Bowl and the one and only filipino restaurant in Atlanta, Estrellita, Pppne has had the pleasure of capturing some of the most drool worthy dishes and expanded our abilities astronomically.
We talked with Raymond Scott, the Director of Photography for City Eats Atlanta, to discuss what kind of changes have taken place behind the camera over the last few years.
If you don’t already know, Ray is a talented chef in his own right, and he has built up a successful and delectable pop-up right here in Atlanta. Before joining Picture Perfect, Ray leveraged Social Media and his astounding eye to spread the word about his business. We have personally taste tested and seen his work, and it checks out.
Ray came on board a couple years ago, and dove in head first to capture some gorgeous juicy steaks for our spot with Texas Roadhouse, and we kept him around for his sparkling personality and tenacity for getting a creative look at the plate.
“Now we can really play around with the styling of it, and that's my favorite part. It's like everyday you create a new piece of art and like, the table is your canvas.” -Ray Scott
Culture
There has been a shift towards more inclusive and diverse representations of food beauty, with a growing appreciation for the cultural significance and diversity of different cuisines. This has led to greater visibility and appreciation for traditional dishes and ingredients from different regions and cultures, as well as a more inclusive approach to food marketing and advertising.
As a company we are proud to be a part of a production that has really highlighted this in Atlanta. As you may know, Atlanta is a pretty big cultural hub, and the food really reflects that. It is an honor that we have had this opportunity to be a part of the movement in creating a more inclusive space in the industry and showcasing the beautiful and culturally expansive food available in our city.
Technology and Equipment
Cameras have come a long way since their inception, and the food industry is one of the many beneficiaries of this technological advancement. The trend of cinematic food photography has taken the internet by storm, with social media platforms such as Instagram and Pinterest being flooded with beautiful images of delectable dishes.
Picture Perfect has made significant upgrades over the past year alone. From our custom built rigs and sliders to our creative use of electronics and repurposing equipment for our unique needs.
A few instances stood out from recent work:
Using a version of a lazy susan that is electronic and designed for camera to create a custom rotation for our plated food. This gave us more steady movement and complete control in a hands-free situation.
Developing a multi axis slider system with remote control capabilities for our team to maximize control over the minutia but with the flexibility for creative movements.
Adding a unique touch to our lighting and an ingenious globe light that both illuminates the faces of our subjects and the full spread of our deliciously staged table.
Macro camera POV of a delectable bite on the fork.
Additional cameras and set ups to accommodate all aspects of the production, from the people to the kitchen and the food on the plate.
STYLE
Picture Perfect is constantly working to improve our setups and work out our specific style. Luckily, we have quite the team to make that happen.
“There was this moment, it was like episode two of City Eats, and we were at this Pasta restaurant and, you know, we are trying to we always do this thing, we call shopping, which is where you go around the restaurants and like see what kind of knickknacks and stuff they have to supplement the food that we can put on the table and make it interesting, make it unique to that location.
And we weren't finding things that called out to us. But what we did find was like a handful of flour and we're like, ‘What if we just make a mess on the table and let's make it like this beautiful mess?” So we just threw fistfuls of flour on the table and I was dumping black pepper all over the table.
And so that's when our styling kind of attitude changed and we were like, “Oh, let's just kind of mess around, and play, and have fun with it. And I think that fun will come through on video.”
Rob and Ray were so right, and that came through in the final product. After almost a year of dialing in on the set up and the style, Picture Perfect has reached a point where we can play around with the creative elements, and that is definitely a very fulfilling place to be.
The TEAM
Ray isn't the only star player on the team when it comes to food beauty or production. Our leader Willie Giles sets the tone and has guided our team with his unbridled expertise in the film industry. We look to Willie for every piece of our projects, though his trust in his team is not ill placed as he has personally assembled this talented group of individuals. Without Willie and his immense experience, knowledge and mentorship, our team would not be where it is. Throughout this project, the Picture Perfect team has grown to be a pretty solid force and we are excited to tell you about our leadership.
Rob Bellury, our lighting expert, is a consummate professional ready to perfect every ray that graces the screen. Their skill in lighting has proven to elevate each project they work on, and they have an ability to explain each setup to our support team in order to create an efficient and well oiled production.
Mike Kelley is an asset on every production. We couldn't quantify Mikey’s place on our team since his skills are vast and numerous. Mikey can be found behind the camera, assisting in lighting, editing, and even handling many of our management needs.
Dana Solokowski is our dream producer and camera operator. She handles herself on each production with ease and care, developing relationships with our clients and solving problems before they arise.
Paulo Mendonca, the Emmy award winning 3d artist is also our favorite sound engineer with an attention to detail that keeps us on our toes. This is our “Yes! Man” The guy who puts his whole heart in everything he does.
Our team leaders have developed methods and strategies that allow us to create the most beautiful food productions and pass on that knowledge to the rest of our team. These talented visual media creators are adding a new layer to the food industry. The question is: What will we come up with next?
We can't wait to share the project that has held our attention for the better part of a year, but in the meantime, check out our Instagram and Facebook for an inside look behind the scenes with Picture Perfect.
