Flat-Lay Pie Ingredients brief
For our sixth ‘Working to a Brief’ assignment, Karl is tasking you with creating a food-and-lifestyle flat-lay shot of fruit-pie ingredients.
The deadline for this brief is 13:00 BST / 08:00 EDT on Wednesday 20th October 2021.
You’ll find all the details you need to complete the brief below, as well as in the accompanying live show. We highly recommend watching this live show as it may feature additional useful information and advice! No further guidelines will be provided.
In this live show Karl will be announcing the brief for our sixth ‘Working to a photography brief’ assignment.
Thursday 23rd September 2021 - 15:00 BST / 10:00 EDT
Produce a flat-lay image of fruit-pie ingredients to be used for various advertising purposes.
You are required to produce a styled image of various ‘natural’ ingredients. The image is intended to promote a manufacturer of baked goods that wishes to be associated with healthy eating, fresh food, and ‘the good life’.
© Visual Education
'Art Directors'' visual
Light to mid wooden surface or textured light grey worktop, eggs, cracked egg (raw egg yolk and white) in glass dish, apple slices, blueberries (or similar if blueberries are unavailable), flour, raw pastry, light wooden rolling pin, honey in glass dish, butter in neutral butter dish with inside packaging showing, neutral napkin, chrome whisk, cherries (with stems).
Notes: The napkin may be textured but should be neutral in tone (e.g. light to mid grey or brown) and should not be patterned. Similarly, the butter dish should be neutral in tone (e.g. light to mid grey or brown) or be made of clear glass.
The sketch above illustrates the desired composition and layout for the image.
The various ingredients should be arranged roughly as shown in the illustration. The two patches of flour should appear uneven, as if the flour has been spread casually in those two areas. The flattened raw pastry should lie on top of one of the patches of flour.
The mood of the image should be natural, fresh and healthy, and should evoke a sense of timeless simplicity.
The mood images below provide good examples from which you can take inspiration.
The lighting should be soft, diffuse and natural, as if daylight were coming in through the kitchen window on an overcast morning.
These images of eggs and apple slices and of the rolling pin on flour can be used a guide for the kind of lighting you should aim for.
The background, which is also the surface on which the ingredients lie, should be a light to mid wooden surface (e.g. butcher block or chopping board) or a textured light grey kitchen worktop. A light grey slate or white marble surface would also be acceptable.
The five apple slices should appear freshly cut, with no discolouration. The pastry should appear to have been freshly flattened by the rolling pin. The chrome whisk should be clean. The raw egg yolk and egg white should be distinct from one another in the glass dish (i.e. not yet whisked).
The camera should be directly above the centre of the shot. The crop should have a ratio of 4:3.
© Visual Education
'Art Directors'' Sketch
- An array of fresh ingredients for a fruit pie
- A wooden rolling pin, a chrome whisk, two glasses dishes and a butter dish
- A neutral napkin and some brown paper
- Light to mid wooden, textured or slate/stone/marble surface, which also serves as background
- Soft, diffuse lighting
- Camera angle looking down on the ingredients from above
- Even plane of focus across
This brief is for example purposes only. This is not a professional commercial brief and all requirements are purely for educational purposes.
Please note all images will remain copyright to the original photographer, but Visual Education reserves the right to publish them within its website and on social media.
Below is a selection of some of our past photography brief challenges. To learn more about photography and commercial projects, you can find a complete breakdown of the commercial workflow in our Business of Photography course.