Scene Styled Cookbooks

Paleohacks primary business model is centered around selling cookbooks direct to customers online.  This creates a barrier of trust that needs to be overcome before customers are comfortable making a purchase and an opportunity to lower that barrier with effective imagery.  

I created unique tabletop setups for each cookbook in order to give context to the books, inspire their use, and build more confidence in the books’ quality than simple white-background product shots. It was also important to create visuals that could be used in a wide range of marketing materials like email, web, and marketing videos.  

When creating each image, I focused on building dynamic and complementary scenes that would help tell the story of the cookbook without competing with it. 

I wanted customers to envision themselves using the product and cooking the recipes inside.  Locations we built or used to feel like a natural kitchen environment, props were chosen to compliment book colors and content, and lighting designed to add shape and texture to each scene. 

Each setup was built around capturing both photo and video so the camera was rigged on a slider to highlight parallax movement in the scene and lighting was continuous. Shooting both photo and video extended the usability of the final assets and economized each setup.