Everyone knows the kitchen is the most important room in any house.
It’s a place where people connect to each other, share food, laughter, conversation, and common experiences. So much living gets done in the kitchen. And if that’s the case…shouldn’t life be lived in a delicious, fresh, bright, and gracious way. I think so!
Truly sophisticated kitchens – the ones that you’d expect to find SUB ZERO, WOLF, and COVE products tastefully integrated within – are beautiful for a reason. Because the people that live, cook, eat, and ENJOY inhabiting these spaces value the beautiful things in life. They care about the ritual of cooking and the celebration of sharing food.
I’m excited to celebrate and explore this sentiment and I think it should inspire the overall tone of the campaign. I want to make both the storytelling and the imagery trigger something straight out of our audience’s heart and memories.
Visually, we will make sure that every food shot will make our audience salivate. We will create a film that makes our audience want to grab their phones, invite friends over, and cook up some delicious memories.
How do we achieve that? By creating a warm, authentic, and friendly atmosphere. Real texture, charm, momentum, and most of all LIFE.
Here’s how I suggest we do it:
Let’s bring a very convivial and cinematic look to all of our imagery. Sophisticated yet very human. Every shot and every moment need to feel full of life.
Our naturalistic light can have a beautiful yet imperfect quality to it. This helps our imagery feel immersive and genuine—putting the audience inside the action. This tactile ‘reach-out-and-touch-it’ quality makes the imagery feel very trustworthy too.
The color grading can accentuate an already natural contrast, adding a little warmth in the highlights and blue in the shadows to create a rich look.
That is not to say each story or kitchen can’t explore different looks and moods. Adding variety can make it even more tangible.
The visual style can also bring real energy and momentum into our storytelling. It should have a frenetic energy characterized by the BEST cooking. This movement can come from the action inside the frames but also from our camera’s movement.
We can also be playful and exciting with the ways we use slow motion and sped-up shots. This brings out the poetry and the magic of cooking. It also allows us to bring a fun and quite musical feel to the editing.
Much like all of our kitchens, the wardrobe needs to feel high-end. Not overly ‘dressed-up’ but definitely letting the audience know that these are people that value quality and style.
Keeping a certain spontaneity to the cinematography and camera movements at times—as if swept up in the action and discovering moments as they happen—can be a powerful way to embed the audience inside the story too.
It is also important to get up nice and close to the cooking and the food, really bringing out the taste cues for the audience.
Let’s shoot in 4K, allowing us to just as easily frame for filmic 16:9 imagery, vertical aspect ratios and other social media-friendly formats. This is where getting ample coverage is so important.
My first true love is food. So much so that before getting into directing I attended Le Cordon Bleu.
To bring out the joy, love, togetherness, and the art of this universal ritual, let’s make it all feel palpable but not too technical, cooking-wise or recipe-wise.
This is not Chef’s Table, but rather a style of storytelling that is authentic and obtainable, something that people can relate to and want to be part of. It’s not art to look at but rather food lovingly made for friends and family to share, enjoy, and create memories around.
That means it’s not so much about being rigid or demonstrating exactly how it is all done. It’s about capturing the ESSENCE of the different meals being prepared.
This is why it is a great idea to take a shooting approach that allows us to constantly capture extra coverage and options. This gives us flexibility in the edits, but it also keeps the pace fast-moving as we shoot. We’re always keeping the product range connected to the process, and always in a way that feels effortless and natural. I envision many of the extra poetic moments exploring beautiful ‘visual accidents’ where light dances on the lens and flirts with steam in the air.
I see the overall aesthetic being colorful, but not too bright or saturated. Each look—much like each kitchen—should be modern and stylish in a very confident and even-handed way. The more real and inviting, the better.
Using an organic color palette in terms of the textures and tones in our kitchens allows our lighting to have a more raw, cinematic feel. That gives the imagery more immediacy.