‘MENU’, a unique portrait photography project. A serie of portraits takes the viewer back to the origin of creating a menu. The pictures show how the chef keeps his menu exciting by playing with colors, techniques and ingredients. Just like a plate is garnished in restaurant, all ingredients are painstakingly put in place by hand, without the use of Photoshop. Served on the closest place you can get to a chef’s mind: on his face.
The result: a provoking campaign combining food and photography in an unprecedented way that attracts attention, and gives rise to conversation.
With the campaign we aimed to show everyone working in the creative industry and food industry, and every other food and creativity lover, how creativity and food can be combined in a remarkable and original way.
The response was overwhelming.
The photography itself had already received mass attention:
102 articles worldwide
Features on influential websites such as Munchies, The Independent and many more.
Over 2.000 shares on Facebook.
Over 80.000 views and 4.500 likes on Behance.
Front cover of Luerzers archive
Thus, when the pictures were used to promote Food Exhibitionism, the campaign gave rise to even more reactions.
The campaign definitely created an emotion, good or bad… Sparking a new conversation about food and creativity in the present times. And especially, creating awareness for Food Exhibitionism.