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equi's ice cream.

Equi's Ice Cream is a fourth-generation family business, producing award-winning ice cream that retails in ASDA, Morrisons, and across 250 stores and cafe's throughout the country. Ice cream is a unique challenge in food photography - there's only a few seconds to grab the shot you need, so it's lots of planning and quick work once the ice cream is on set. We love working with their creative in-house team on styling and art direction.

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Photography / Video Production / Art Direction

 
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On shoots with Equi's, our layflats tend to have a minimalist feel. It's styled so that you have a sense of the context of the product, and a sense of the flavours, but ultimately, the product should dominate. There's always negative space left for graphics, as they're predominantly used on social media and the website. 

 
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With all food photography, there's a balance to be struck between using lots of interesting background textures to structure the image, and fresh ingredients to illustrate the flavours, but then also retaining a simplicity of composition that keeps the eye drawn to the main event, which is always the product in its finished form.

 
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