Melissa Hemsley Art Direction

ART DIRECTION | PHOTOSHOOT PLANNING | CAMPAIGN LOOK AND FEEL

For the new Chef-in-Residence programme at allplants, I worked alongside our in-house chef and marketing team to communicate the bold, colourful flavours in our new Real Food. Unreal Flavour. campaign. Taking inspiration from the colours found in vegetables, and Melissa’s new book, Real Healthy, I planned and art directed all photography for the campaign, leading the creative process and setting aesthetic guidelines across all media platforms, working alongside the photographer, Valentina Concordia, to establish our own bank of imagery for this campaign.

The primary goal of the art direction for this photoshoot was to harness the power of real, whole foods bursting with colour, emphasising mouthwatering macros and flavour enjoyment.