Folks often ask how we make the food look so delicious. Do we use motor oil and soap suds for that perfect mug of beer? How about mashed potatoes substituted for that delicious scoop of vanilla ice-cream? The answer is simple-
The truth-in-advertising laws were enacted in the Seventies when companies got caught dumping in extra product into their ad photography. The FTC came down on them pretty hard and now new laws forbid cheating on portion sizes or contents. That’s why “Serving Suggestion” is printed in tiny type on many food illustrations. It IS legal to use substitute foods like mashed potatoes in an ice-cream shot if it’s not specifically referencing an ice-cream product since potatoes are edible.
Unlike most food assignments where the beauty and uniqueness of the dish is paramount, we have an additional challenge with “Heart Healthy” dishes. Harry pulls out all the stops to make these recipes look attractive. We must measure all the portions and there is no margin for error.
I use the tremendous line of Tilt and Shift lenses from Zeiss/Hartblei optics in Germany and the fantastic TSE tilt/shift lenses from Canon.
I am the only American photographer endorsed on the Zeiss/Hartblei website in Germany. They think my work is “tops” and I hope you will too.
Zeiss/Hartblei Optics Germany
Have a dish you need photographed? Please give me a ring.