You might think the name says it all, but WeShootFood is more than just a company
specialising in filming and photographing all things food, fork and knife. As most
foodies know, the key to a delicious final plate lies with having quality ingredients
which come together in a kind of magical harmony.
In the case of WeShootFood the recipe is simple: One part seasoned director/ DOP
(of the food-obsessed variety), and one part passionate producer. This, combined
with years of experience and an integrated, hands-on approach, makes the master
chefs behind the company, Rob Payton and Pete Sherlock, an irresistible duo.
“Food is a huge part of television – not just in commercials,’ says Sherlock,
executive producer at Cape Town-based production company Farm Film. “It is part
and parcel of modern lifestyle and content reflects this in many facets – from game
shows, reality, episodic – there is not a part of TV that is without food as content.
Retailers and restaurants for the most part have recognised this and are keen to be
a part of it.’
Sherlock and Payton can capture and cater to anything food related; from
commercials, TV, stills and branded content to emerging mediums of culinary
communication like web series and blogs. According to Payton, who is quite
comfortable working with celebrity chefs like Jamie Oliver and massive
international brands like Knorr and McDonalds, new technologies and the different
requirements of each brand keep his job exciting and fresh. But traditionally he
says he’s very particular with lenses and lighting, which are his first priority in
achieving a product’s look and feel.
Having worked within a variety of production genres, Payton is able to bring
cohesive expertise to the table on any production and explains: “When you have a
production where somebody is shooting the food and someone else is shooting the
live action, it just doesn’t intercut or work well together. For me the key is to shoot
food in a way that completely integrates with the live action. It then becomes a
piece of storytelling rather than some shots of food sandwiched in the middle of a
commercial.’
Applying this kind of expertise to make a product stand out, sparkle, sizzle or
scintillate is increasingly important in today’s market. In 2013 research conducted
by Cambridge Journals Online revealed that of 1 512 TV advertisements which aired
in South Africa between 3pm and 9pm, 665 (44 %) were related to food.
“When you think about food it’s a really evocative subject. But what we can’t do
with TV sets is generate the sense of smell or taste – two really powerful tools that
are not available to us in advertising,’ concludes Payton.
