The Cannes Lions was just last week (17 – 23 June 2017) but we’re still over the moon about Arash Moallemi‘s shoot with IKEA Canada winning a couple of Lions, and social media mentions from FastCo, Mashable, Huffington Post, Design Boom (and even the official Cannes Lions Twitter!).

This unbelievable response to Cook This Page, was led by Anthony Chelvanathan of Leo Burnett Toronto, so naturally we called up Arash to find out what the process was like, and to share some behind the scenes shots :

“It was a standalone, one day shoot where we had to execute every recipe in the book in both motion and stills. To keep it tight, we made sure the set was optimized to shoot both genres at the same time.

It almost didn’t happen, because the ink had to be food safe but a printer finally pulled through and everything fell into place. A year of planning had gone into this so on the day of the shoot, Anthony C and Lisa G knew exactly what they were looking for and the direction the shoot had to go in. For me, I didn’t have to guess and it was easy to set up for the next shot and so on. It was plain execution, no need to “figure it out”. On the day of the shoot we let the wood surface set the tone for the overall feel.

What makes me happiest is delivering on Anthony’s “baby”. As a commercial DP and photographer, my job is to realize my clients goal and this is an example where it went really well.”

Content has been condensed and edited for brevity. 

If you’ve been following us on all the usual social channels, you’ll know that we’ve launched IN:FUZE! This is FUZE Reps’s latest extension to develop up-and-coming talent. We welcome Jeff Carlson and Chris Robinson to the family! See a sample of their work below. Better yet, check out fuzereps.com for all the freshness.

Below: Jeff CARLSON’s sparkling still life and off figure work.

 

Below: Chris Robinson got our attention with his punchy, humorous composition and edits.

 

 

It was hot, sweaty and windy. Arash Moallemi had flown down to Dallas for the State Fair of Texas to shoot an engine prototype for Ford, unsure of what he was walking into.

Pierre Bourjo, had recently accepted a new project for to create an interactive 3D model. The idea for Ford’s new engine prototype seemed simple enough – tap and zoom in with your fingers to see details from all angles of an object suspended in space. And then you find out there are no blueprints, no references, but the only physical prototype in North America was somewhere in Dallas for show. To somehow bring back all the details, Pierre figured photogrammetry was the solution. Simply put photogrammetry is a process of creating a digital model from hundreds of photographs.

When Arash arrived, the engine was under a tent on grass. He had a couple of hours to shoot before the fair began, keeping in mind all the supporting plates Pierre will require to build the animation. Arash said, “The engine was on a podium that didn’t spin. So this meant that we had to mark our distances and shoot around it in 360….It was a challenging shoot as technically I had to do my best to be perfect, but the engine was crooked (as it was sitting on grass), the wind was crazy high and kept ripping up the background paper and knocking it down. It was so hot and humid even this Middle Eastern boy had to take a water break between each set of images. [Finally] Got all the images in the bag, just in time for the fair to open.”

 

 

The solution of photogrammetry was a little risky – would any parts be missing or incomplete? There was no opportunity to reshoot. Armed with tons of visual references, Pierre started to build. To produce a fully controllable model with fleshed out details, he created some sculpts but also entirely recreated all details, so it was clear and precise when viewed at various angles, or zoomed in.

He says, “In the span of a few weeks, I processed the base shape of the 3D engine from the photographs, modelled additional parts by hand and fine tuned the textures to ensure everything was optimized for real time interaction. The client was able to carefully inspect the 3D model onscreen throughout the process and I made the necessary changes to reflect the product accurately.

Over 1 million polygons later and after perfecting the high resolution texture maps, the result is one of the most detailed interactive model we have seen of its kind. Just a perfect engine in space. It’s always rewarding to push new technology to its limits with a successful outcome!”

 

For those who love food but want to explore a little, who have ‘”done” the comfort food train for long enough and crave fresh vistas of experience, Actinolite is probably your next stop. Hello… kale sorbet?

It might sound left field, but Actinolite‘s menu is simply field-based. Led by chef Justin Cournoyer, the curated, ever-changing menus focus entirely on local, sustainable ingredients and foraging the fields around the actual town of Actinolite. Photographers Arash Moallemi and Jim Norton has been following one of Canada’s Top 100 restaurants since its inception. See below for images of the restaurant and its menu, to be featured on tonight’s premiere of Chuck & Danny’s Road Trip on Food Network Canada!

 

Foraging outside Actinolite, Ontario

 

The restaurant at Dupont/Ossington

 

Last words

Arash Moallemi: The menu might not be for everyone, but the curating is amazing. One dish leads to another perfectly. I find myself thinking about it a week later – it inspires my work even. The dedication to bringing out the best in an ingredient’s essence, that was at the back of my mind when I was shooting the next round of IKEA products. How do I really bring out that knife or cheese grater? It is all about doing simple, well.

 

“Instagram, or it didn’t happen!”

We love collaborating with fellow creatives to tell stories through the perfect image or video. But what happens behind the scenes, or fun creatives that pop up on the way to that final storyline… well it’s all on Instagram!

 

Hamin Lee Photography – Hamin has shot for Flare, Globe and Mail, Canadian Tire, Subaru and most recently, Chevrolet. See photographer selects and behind the scenes on @hamin.leephotography .

 

Adrian Armstrong Photography Inc. – Adrian’s still life has been shown in Holt Renfrew, Hudson’s Bay, Sharp Magazine and most recently, Budweiser. His Instagram shows fun GIFs from set, photographer selects and other passion projects such as Giants of Africa.

Throw back to #fuzegoesbang thanks for the help @robcomeaufilm @fuzereps #gif #scarletibis #birdinflight

A post shared by Adrian Armstrong (@aaphotographyinc) on

 

Pierre Bourjo – FUZE’s CGI artist is a lightweight on Instagram, but he’s forgiven for turning work out on a dime, creating work for Netflix, Ford, Disney, Cadbury Dairy Milk Chocolate and various alcohol beverages. For a sense of his aesthetic, check out his ‘Nasty” ice cream on Instagram.

Fully CGI #nastycone #cgi #3d #illustration #icecream

A post shared by Pierre Bourjo (@pierrebourjo) on

 

Fiocca Studio – Rob Fiocca’s studio is the home of moody, cinematic food and lifestyle images, but the studio Instagram features light moments with creative talents and travel moments when working on location. Fiocca Studio has shot for Kraft, Interac, Food & Drink Magazine and Elle Decor.

https://www.instagram.com/p/BQ3fpA4F1V0/?taken-by=fioccastudio

 

Krug Studios – Steve Krug’s studio account experiments with GIFs, cinemagraphs, short videos and lots of bread. The only bread-baking photography studio that we know of, recently shot for Keilhauer Design and South St. Burger.

 

Arash Moallemi – Arash’s helicopter license and eye for technical details belies his love for food and colour. Check out his Instagram for on location shots of behind the scenes, teasers for new work and his camera set ups for the various photography challenges he faces.

 

Sandy Nicholson Photo – Sandy Nicholson has just released a series of “Accidental Camouflage” images, marrying his eye for spontaneous moments with the environment. Aside from his commercial work, notably McCain Foods, Le Creuset and President’s Choice, Sandy is currently working on a creative series with winter surfing (see image link below).

https://www.instagram.com/p/BQbzqHJFeqt/?taken-by=sandynicholsonphoto

 

Noguchi Studio – Vincent Noguchi’s cozy studio is the star of the this work account, where local stylists and fresh ingredients often get together to create stunning work. Final images from various campaigns also pepper this feed, which is Noguchi Studio’s primary social media account.

https://www.instagram.com/p/BPF8ItQgxTm/?taken-by=noguchistudio

 

Norton Studio – All you lovers of Iceland, this is where to gather! Jim Norton’s love for travel is clearly on display here, especially his favourite destination Iceland. Follow along for casual takes on food shoots, the beloved studio dogs Falki and Jiggs and lots of travel photography.

 

Carlyle Routh – Carlyle’s Instagram account features her favourite outtakes from her latest fashion and beauty shoots, such as Fortnight Label and One Magazine. Updated daily, its all eye candy here with gorgeous models and interesting angles abound.

ALEXA / New work out of the #beautiful @a1exajones #hair #makeup by the #talented @sabrinarinaldimakeup #photo #me

A post shared by Carlyle Routh (@carlylerouth) on

 

Maya_V_Photo – Maya Visnyei shoots food primarily, but her Instagram feed will show she loves natural light and accidental patterns just as much. Check her feed for drool worthy food shots and and pretty micro-moments.

National Pie Day, eh???

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