Studio Food photography for Noom Meal Plans
Studio Food photography for Noom Meal Plans - website and menu cards
In this latest instalment of our photoshoot case studies, we’ll introduce you to another of our brilliant clients, Noom.
Introducing Noom
Noom is an award-winning weight-loss programme, based in the US and now enjoying success in the UK.
The team at Noom help people lead healthier lives. They take a scientifically proven approach to create real, sustainable results for their customers, whether the aim is to get fit or to lose weight for life.
The Brief:
In the Spring of 2020, we were approached by Darren Shea, Creative Director at Hear Here Agency to create professional imagery for the forthcoming launch of Noom UK’s digital app and their printed meal plans.
Since contemporary food photography is a speciality of ours, this project was right up our street!
What made this project particularly interesting was that there were a few notable challenges facing us at the time:
The UK was in the first national ‘lockdown’ after the emergence of Covid-19
This meant that as a commercial photography studio, we were in the early stages of developing a way to work with clients remotely.
We knew we needed to develop a way for clients to view and approve images online so that they could art-direct from their location, but the process was not yet established.
Related reading: Photographing during a pandemic
Meticulous pre-planning was required
Since the client would not be coming to our photography studio in southwest London, as they would usually, food and props needed for the shoot had to be approved and carefully planned and delivered in advance.
Resources were more limited than usual
Since many of the prop hire companies were closed due to lockdown, we had limited resources at our disposal and so we had to think creatively to get the most leverage from what we had.
The scale of the project
There were going to be a lot of different dishes and menu plans to photograph, with images needing to allow for the hero dish to work in landscape, portrait and square format, and across both web and print platforms. This meant that there was a lot to keep on top of and to schedule.
We understood that the setups needed to be uncluttered to allow space for the copy and diet information which would be overlayed onto them, while also still looking homely and inviting without being stark.
There was also an urgent deadline!
The images were required ASAP to meet the Noom launch date which was just weeks away. Let’s just say, we could afford no time to be wasted! The pressure was on.
Working internationally
Finally, we were working across two time zones.
Our Approach:
With the final number of dishes agreed and approved, we were able to recommend that 8-10 dishes be photographed per day, spread over a four-day photoshoot in the Giles Christopher photography studio.
To complement the layout design, we kept to a simple colour pallet on the photographic surfaces and backgrounds, ensuring the food stood out. This would also enable the design, with all the dietary details and menu tables, to be easily readable.
As we had to keep props to a minimum, interest was added using texture.
Fortunately, we hold a good selection of photographic surfaces and assorted props in our own studio collection, so we were able to utilise these which added further value to the client and avoided delays associated with sourcing alternatives.
The Result:
Despite working with Noom in the very early days of remote shooting, it went incredibly well!
As a result, Noom successfully launched its UK app as planned.
Our contemporary food photography enhanced their launch campaign and visually communicated their core message about sustainable healthy eating. The imagery also visually demonstrated the different menu plans available.
Discover more about Noom by visiting the website or Instagram.
Need product and lifestyle photography for your next launch?
For more examples of our work and client case studies, visit our blog.
To find out how Giles Christopher Photography can help you with your marketing and editorial photography requirements, please feel free to contact us. Call us on 07971 686151 or email abi@mediawisdom.co.uk