CONCEPTION | PHOTOGRAPHY | RETOUCH
You are, what you eat – campaign motives for the European Organic Label.
Stuttgart Media University, Visual language and photo design
You are, what you eat – campaign motives for the European Organic Label.
Stuttgart Media University, Visual language and photo design
IDEA
A genetically engineered fruit salad with a pinch of pesticides? Or a fresh vegetable pan refined by synthetic agents? Even if we think we are eating healthily, we often unknowingly consume harmful additives through food. Our campaign for the European Organic Label aims to make the target group aware that it is possible to do without any chemical and synthetic agents. True to the saying "You are what you eat", man and fruit are in harmony and symbolise a pure and natural bond. The artful shapes of the body additionally underline the natural character of the sender. The rough and rugged look of the background symbolises the contrast between sustainable and industrial food production and gives the motifs an urban style.
A genetically engineered fruit salad with a pinch of pesticides? Or a fresh vegetable pan refined by synthetic agents? Even if we think we are eating healthily, we often unknowingly consume harmful additives through food. Our campaign for the European Organic Label aims to make the target group aware that it is possible to do without any chemical and synthetic agents. True to the saying "You are what you eat", man and fruit are in harmony and symbolise a pure and natural bond. The artful shapes of the body additionally underline the natural character of the sender. The rough and rugged look of the background symbolises the contrast between sustainable and industrial food production and gives the motifs an urban style.
CONSTRUCTION
At the center of the campaign are the models, who recreate the shape of the projected fruit in figures. Different perspectives and cut-outs bring variation to the series. So that the background, which is nevertheless striking, does not compete with the foreground, it was made dark in contrast to the bright and colourful motif.
At the center of the campaign are the models, who recreate the shape of the projected fruit in figures. Different perspectives and cut-outs bring variation to the series. So that the background, which is nevertheless striking, does not compete with the foreground, it was made dark in contrast to the bright and colourful motif.
SETTING
The location of the shoot was an empty factory building, the Schwelhalle in Balingen-Frommern. The background should be striking but not distract from the subjects, which is why we chose a plain brick wall. Details like chalk numbers on the walls and the old electricity box in the corner characterise the abandonment of the setting.
The location of the shoot was an empty factory building, the Schwelhalle in Balingen-Frommern. The background should be striking but not distract from the subjects, which is why we chose a plain brick wall. Details like chalk numbers on the walls and the old electricity box in the corner characterise the abandonment of the setting.
EQUIPEMENT
We were equipped with the Canon EOS 5D Mark II SLR camera with 24 - 70 mm zoom lens and tripod. We photographed frontally at the height of the model. In addition, we positioned two lamps, each with an elongated softbox, on top of the model from the left and right. Since we found the existing lighting conditions to be stylistically suitable and without additional light the projection was more strongly reproduced, we did not use the lamps in the end. The fruits and vegetables were projected onto the models from the front using a powerful beamer. We photographed the projections beforehand in a separate studio shoot at the university and then cut them out.
We were equipped with the Canon EOS 5D Mark II SLR camera with 24 - 70 mm zoom lens and tripod. We photographed frontally at the height of the model. In addition, we positioned two lamps, each with an elongated softbox, on top of the model from the left and right. Since we found the existing lighting conditions to be stylistically suitable and without additional light the projection was more strongly reproduced, we did not use the lamps in the end. The fruits and vegetables were projected onto the models from the front using a powerful beamer. We photographed the projections beforehand in a separate studio shoot at the university and then cut them out.
Camera settings:
f2.8 // 1/40 // ISO 100 // between 24 - 50 mm
f2.8 // 1/40 // ISO 100 // between 24 - 50 mm