Paul Williams

The client wanted the simple rustic charm of the cafe's decor to be communicated here and the complexity of this dish's presentation was a great contrast. I wanted to keep very minimal attention on the cheap paper serviette (which I always prefer to replace with a fabric one where allowed by the client), so chose a super narrow depth of field to keep the attention on the dish itself. The DOF is what makes this shot, exaggerates sharpness, and holds the viewer's attention on the pancake here, edible flowers, berries, and syrup while letting the rest fall-away to a blur...

Food styling: Pete May. Pete gets credited right off the bat with this shot because of the PERFECT prop selection! This old wooden tray reminded me of traveling in India - it's exactly the style of the tray that chai would often be carried around on. The product being hero'd here is a flatbread for making fresh, healthy samosas. Yum!

Shot for a local pizza chain that wanted their images to tie-in with their uniquely rustic Australian brand identity. I often encourage clients to consider low-key options, which are under-utilized in this market. We've got some really nice shadow-play happening here - particularly with the light spilling onto the deck through the old-school cheese grater that speaks to the 'hand made with pride' philosophy of their business.

Some campaigns don't need to be over-thought. This is a far simpler shot than I'm used to lighting, though it answers the brief well (bright, fresh, healthy morning vibe)! We have a good modeling light giving round form to the coffee cup in the background and highlights are managed well. This is clear to see by the texture captured on even a flat yogurt surface.