favourite shots
Freshly shot, carefully crafted
A selection of food-led photography, video and digital assets created for Pret, bringing together product storytelling, shoot planning and campaign-ready design.
These projects generally started way before the camera came out, with moodboards, visual treatments, shot list decks and creative references used to shape the look and feel of each shoot.
Photography: Jamie Orlando Smith
MY ROLE
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I shaped the creative direction for food photography and short-form video, from early visual thinking through to final rollout.
This included building inspiration treatments, creating shot list decks, planning compositions, working with the food team on product priorities, art directing content on set, editing imagery, creating layouts and adapting the final assets across social, CRM, web and digital campaigns.
CHALLENGES
Food photography needs to do a lot at once. It has to make the product look fresh and desirable, while still feeling true to the brand, useful for multiple channels and clear enough to support a commercial message.
To deliver assets that could do the job, each shoot had to be organised and creatively focused - making sure the right products, angles, props and formats were captured so the final assets would work across all placements.
RESULTS
The final work created a flexible bank of photography, video and motion assets that helped Pret launch feel more considered, consistent and campaign-ready.
By connecting planning, shoot direction and design rollout, the photography made products feel fresh, appetising and recognisably Pret across every touchpoint: from launch emails to social posts and animated digital moments.
