The Cannes Lions was just last week (17 – 23 June 2017) but we’re still over the moon about Arash Moallemi‘s shoot with IKEA Canada winning a couple of Lions, and social media mentions from FastCo, Mashable, Huffington Post, Design Boom (and even the official Cannes Lions Twitter!).
— Cannes Lions (@Cannes_Lions) June 29, 2017
IKEA is making it easier to follow a recipe pic.twitter.com/pTGBD84GS2
— Mashable (@mashable) June 27, 2017
— Fast Company (@FastCompany) June 15, 2017
This unbelievable response to Cook This Page, was led by Anthony Chelvanathan of Leo Burnett Toronto, so naturally we called up Arash to find out what the process was like, and to share some behind the scenes shots :
“It was a standalone, one day shoot where we had to execute every recipe in the book in both motion and stills. To keep it tight, we made sure the set was optimized to shoot both genres at the same time.
It almost didn’t happen, because the ink had to be food safe but a printer finally pulled through and everything fell into place. A year of planning had gone into this so on the day of the shoot, Anthony C and Lisa G knew exactly what they were looking for and the direction the shoot had to go in. For me, I didn’t have to guess and it was easy to set up for the next shot and so on. It was plain execution, no need to “figure it out”. On the day of the shoot we let the wood surface set the tone for the overall feel.
What makes me happiest is delivering on Anthony’s “baby”. As a commercial DP and photographer, my job is to realize my clients goal and this is an example where it went really well.”
Content has been condensed and edited for brevity.