HBR

Shooting the food and building the content set for HBR.

HBR is brought to life through a connected mix of art direction, content, design, and production.

A set of images the team can run for months, across the menu, the feed and the delivery apps.

The brief

HBR came to us for content that makes the food look the way it does on the counter. We planned the shoot around the items people order most, then built the rest of the set around them.

What we made

We ran photo & video, animation, motion graphics, graphic design, video editing and video production as one job, which keeps the look consistent and the budget sensible. Everything was covered close and wide in the same light, so one shoot can carry a launch, a delivery listing and a month of posts.

This is HBR the way a customer meets it. Nothing is dressed beyond what is actually there, because the picture has to match the thing in front of them.

Shot wide, with room left in the frame for type.

HBR food covered close, in the same light as the rest of the set.

In the feed

These frames were built for the feed. They are cropped to sit in a grid, shot with room at the edges, and they still read once a caption lands on top of them.

HBR food, covered wide and close in the same block.

Close up

Close frames give the set its texture. We shoot them at the end of a block, once the light has settled, so the detail matches everything else from the day.