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.

 

So THAT’S why Sandy Nicholson was in Brigus, Newfoundland in September – Le Creuset Canada! For the global launch of “Oyster“, a new warm grey colour created by the Canadian team at Le Creuset, Sandy Nicholson and his team went east and took an iconic kitchenware brand to the people who really use it.

Some shots were taken at Mallard’s Cottage in Quiddi Vidi, Nfld, which uses Le Cresset for all of the dishes and cookware.

True to his exploratory nature, Sandy went on sea kayak to explore the tiny inlets. Some of these shots ended up being part of the final story:

Coming very soon…

A video posted by Le Creuset Canada (@lecreusetcanada) on

Possibly inspired by the fishermen he had been filming, this was a little makeshift dinner on the beach with wild mussels.

….. and other sights and sounds from visiting this dreamy little town. They have deep fried Mars bars!

Obligatory Atlantic beach shot.