Behind The Scenes: A Day In The Studio With Limonata Creative
Edited by Giulietta Pinna
Behind The Scenes Photography by Kristen Murphy | Featuring crew members Limonata Creative, Culina Creative, and Terragold Photo
Design is all around us.
From your pantry to your closet to the chair you are sitting on right now, a team of creative minds gets these products to the market, making them available to people like you and me. Branding is far more complex than just picking a name for your product. Small details such as the font, color of the label, and design of the packaging are huge decisions made behind the scenes. Those who work to market these items must consider all these factors to successfully promote them.
I, for one, had never experienced photography in the way that commercial photographers work in this world of design.
Hi, I’m Kristen, and I am interning for Limonata Creative as a photography set assistant!
Pictured Kristen Murphy
I am currently studying Photography and Design. I capture images in many fields such as travel, music, events, and fashion, but this is my first experience working for a commercial photography company, learning the ins and outs of the process.
Earlier this summer, we worked on set promoting Amjul, a West African inspired sauce company.
Curated Props, Florals & Food Prep Station | BTS Photo by Kristen Murphy
Walking into the studio, I was warmly welcomed by a whole team of creators. From the clients, models, and talent management to the photographer and food stylist, there was a lot of support behind the scenes. Prop Up Shop’s studio is filled to the brim with items collected from all over the world, including every shape, size, color, and material of plate, bowl, cup, and vase you could ever imagine.
For each photoshoot, the company’s founder, Giulietta Pinna, sets aside some of these intricate props to be used for different shots. These objects are selected and curated by her and the client through an “art direction packet.” This packet is created prior to each shoot, noting the color scheme and including inspiration pictures collected from past projects or the web. This packet is crucial for keeping the team on schedule and moving through the day to get all the photos they need. Through her vast collection of surfaces and fabrics in the studio, she is ready to create the perfect arrangement that will market the client’s product to its best potential!
Giulietta styling on set while looking at live view on screen to get the composition of the photo perfect! | BTS Photo by Kristen Murphy
Giulietta & Styling Assistant Jannah Muhammad building the set | BTS Photo by Kristen Murphy
Before any shots are taken, there are many other people in the studio who have a huge impact on how the pictures will turn out. As this is a sauce promotion, a lot of food needs to be crafted for each flavor. Diana, the food stylist, is the creator who sourced, arranged, and designed each dish. She came to the shoot with a list of recipes, ingredients, and many tools to help her along this process. Diana was given recipes inspired by the clients that complement the sauces best. My favorite of these dishes was the fried fish she prepared fully on set. She even brought an entire fryer which she used right outside the studio! She pays careful attention to detail when crafting these dishes to make them as photo-ready as possible. There was even a moment when she was steaming chicken thighs with a clothes steamer to make them appear juicier for the shot!
Diana Jeffra (Food Stylist of Culina Creative) frying a whole red snapper! | BTS Photo by Kristen Murphy
Diana steaming the dish to help freshen up the look of the sauce after it’s been sitting.
The next portion of talent in this process comes from the art director and set designer, Giulietta. She arranges everything according to her art direction packet, considering each dish. She selects the plate, linen, cups, and small dishes that mesh well with the design of the shot.
There are also images created to be used for the website’s banner, product photos, and other marketing. For these shots, there is a lot of technical detail with lighting, prop placement, and color. Using models, she worked alongside wardrobe choices and model hand placement to align with the theme of the shoot and the action being portrayed in each shot. For this particular product, they chose a very bright and authentic wardrobe to represent the company’s background. She placed them into certain photos to show how a user would enjoy each dish represented by the food stylist.
These shots require a lot of preparation and practice to master when it comes to placement and overall composition. Giulietta uses a variety of props and works with her team to get the perfect match. Whether it’s moving the bowl an inch, angling the camera differently, or adding a pattern to tie in the props, there is a lot of skill and creativity behind this role!
Giulietta art directing models Kamar & Jaycy | BTS Photo by Kristen Murphy
Lastly, there is the photographer, Becca Maffett / Terragold Photo. Becca used a live view tether to her computer to assist Giulietta and the clients in seeing what the final result of the shot would be throughout the process. Live view is an important aspect of the shoot as it allows everyone in the studio to place the props and products accordingly with all aspects of camera angle, lighting, and more. Becca’s role involved reassuring the client throughout the day making live adjustments so that the photos would turn out to their liking. This method was very efficient as it allowed everyone immediate satisfaction, knowing they could check that shot off the list and move to the next!
Photographer Becca Maffett (Terragold Photo) shoots tethered from her camera to the computer screen so the entire team can see what she’s capturing in real time. | BTS Photo by Kristen Murphy
Being on this project taught me a lot about commercial photography and the overall process and time it takes to get the perfect collection of pictures! Below is a follow-up interview with each team member for more detail on how this shoot was executed and how their skills contributed to it:
After The Shoot I Had So Many Questions For The Photo Crew…I got some answers:
Giulietta, Founder of Limonata, Art Director, Set Stylist
Giulietta styling the set | BTS Photo by Kristen Murphy
How do you gather and incorporate client feedback into your work?
When you're a freelancer who works in photoshoots, you quickly realize that one of the many hats you need to wear is that of an investigator. This is so that when it comes to estimating and/or generating contracts for your projects, you can protect yourself, get things right, and make sure the client has realistic expectations.
When a client initially emails and asks whether we can work together, I reach for my “magnifying glass” t0 begin my "investigation." Mainly: who are they, what business are they in, how large is their company, what does their website and/or social media look like, etc. This is to figure out whether the company and I are aligned in our interests and/or whether their business excites me - which is super important to me personally in order to create strong work that I'm passionate about.
After that, I usually set up a discovery call with the client so that we can introduce ourselves, walk through our products / services and ask important questions related to the shoot so we can understand the process & project as best as possible. Not everyone loves Zoom meetings, but it's been helpful for me - I can immediately get a sense on whether the client and I vibe or if there's any red flags. Some of the questions I ask are:
1) What's the shoot date?
2) Where are you planning on shooting?
3) Do you have a shot list you can share with me?
4) Are there any inspirational photos or moodboards I can review?
5) Who is the photographer?
6) What's the primary goal of your shoot?
7) What's the ultimate dream for your business?
8) Who is your target audience?
I then use all this info to create a proposal/contract & estimate for the client. Once approved, that's when the fun begins. I create decks which lay the foundation for the aesthetic & design of the shoot per shot (aka art direction) and/or I pull the props / surfaces needed that were directed to me. I then present everything to the client for review, before the shoot, so that they have a chance to provide feedback and I have a chance to make any edits. It's a little bit of a song and dance, but there's no better feeling than getting it right and feeling like you nailed it on the day of the shoot.
What skills or knowledge have you found most crucial for success in your field?
Taking chances and being part of a positive, creative community that's also willing to take chances has been super important to me. When I first started styling I felt pretty isolated and confused; so I reached out to photographers and stylists whose work I admired through instagram. We either started testing together and/or became friends over time. Having people in your circle that you can dork out with, ask questions to, challenge you in creative ways, shoot the shit with, or figure out different photoshoot techniques with is a game-changer. It makes you feel less alone and encourages you to keep reaching for the stars. This can lead you to create work that you're super proud of, and in turn, your clients will come to you for exactly that.
Are there any specific types of projects or collaborations you aspire to in the future?
Now that my husband, Nate, is part of Limonata as our in house identity/ branding/ packaging/ web design guru, I'd love for us to continue expanding on our work with start-ups from the ground up; particularly in the food, homegoods and/or beauty genres. It's so rewarding to see a client that we're excited by, who is starting something new, expand and meet their goals after we've created a kick-ass brand, website, and imagery for them. It's like planting a seed and watching the most beautiful flower grow -- it would be amazing to have that one flower turn into a garden.
Diana, Food Stylist (Culina Creative)
Diana prepping a red snapper to be fried | BTS photo by Kristen Murphy
How did you get into the industry of food styling?
I started out as a graphic designer at an ad agency that specialized in food service and hospitality clients. While there, I noticed the art directors and creative directors returning from photoshoots with stunning images of food. Curious, I asked them who prepared the food for these shoots—was it a chef? They explained that they hired food stylists. Once I learned about the role, I knew immediately that it was what I wanted to do. I reached out to the food stylist they worked with and took her out to lunch to learn more about her journey into food styling. She provided me with valuable advice, emphasizing the importance of having a solid foundation in cooking. She suggested that before attempting to style food for the camera, I should enhance my cooking knowledge, as a deeper understanding of food makes a stylist more valuable. Clients often seek advice on flavor pairings, cooking methods, and more, so the more you know, the better. After much planning, I decided to quit my job and enroll in cooking school to learn as much as I could about food. Post-graduation, I honed my skills, built a portfolio, and networked with photographers. All of these efforts eventually led me to a full-time career in food styling and recipe development.
What is your process for working with the client to get their idea out onto the set?
Each client is unique, but generally, we start with pre-production meetings to discuss their vision for the food and the day's schedule. During these meetings, I offer my insights and suggestions to ensure everything runs smoothly. On the day of the shoot, I collaborate closely with the photographer and directors to make sure everything aligns with the client's vision. We seek approvals throughout the process to ensure the final result meets their expectations.
What is the most important thing to keep in mind during a photoshoot while preparing each dish?
The most important thing to remember is the client's vision. If the shoot focuses on a particular product, it's crucial to ensure that the product is prominent and looks its absolute best. My role is to bring their vision to life, so understanding their expectations is key.
Becca, The Photographer (Terragold Photo)
Becca reviewing the art direction deck with Amjul clients & Giulietta in frame | BTS photo by Kristen Murphy
How did you get into the industry of commercial photography?
I actually started out doing weddings and family portraits, but I’ve always been interested in the commercial side of things. I appreciate a nice product design or pretty cocktails and dishes. I’ve always loved looking at magazines and cookbooks and being inspired by photography. After years of doing weddings, I felt stuck and a bit unmotivated. I decided to explore more of the things I enjoyed photographing at weddings (the details, the food, etc.). I started building my portfolio by creating recipes and drinks and photographing those. I then started doing some work for local restaurants and businesses, and haven’t looked back.
How do you maintain a cohesive theme through each shoot?
Art direction and pre-shoot planning plays a huge role here. Figuring out what type of lighting direction you want to go in, having a color scheme in mind, and understanding the product/business–things like that. Besides pre-shoot planning and art direction, lighting and retouching are big factors. Using similar lighting throughout the shoot, for example, sticking to hard light vs mixing hard and soft light. And when it comes to retouching, making sure the overall look and feel of the images is consistent (color balance, tones, etc).
What is the key to making your photos suitable for product branding and marketing?
The goal is always to make the product look as best as possible. As photographers, it’s our job to feature the product and make sure it stands out. This can be done by how you light the product, figuring out the best angle, making sure it’s crisp and clean with retouching, and using the right type of props (to enhance the product and not distract). It’s also important to tell a story and evoke emotion from the consumer/client's target audience. We want them to want to try the product and picture themselves using it from the photos.
And that’s a wrap!
Hope you all learned as much as I did on my first commercial photoshoot. Can’t wait to see what the rest of the summer will bring!
PS. The final photos are not able to be released until the launch of Amjul’s product line. Stay tuned…we’re excited to show you how amazing they turned out!
The clients and team reviewing the final images on set! | BTS Photo By Kristen Murphy
Keep Sipping:
XOXO,
