Client – Hippie Lane
Role – Food Photography / Food Styling / Art Direction
In mid 2014, I was contacted by Taline Gabrielian who had a highly successful Instagram account (@talinegabriel) at the time with close to 60K followers. Taline was about to create her first raw treats based app – Hippie Lane. She had been watching my Instagram account and work closely and loved the raw, gritty and industrial quality I brought to my food photos. My styling and penchant for using concrete textures with a gray, black and white palette appealed to her and it was exactly what she was looking for in her own app. Several emails and mood boards later, Taline commissioned me to style and shoot recipe packs for the Hippie Lane app. I worked closely with Taline, to create the mood she was after and capture the aesthetic of her raw food brand. On its release, the app was an instant success in no small parts to Taline’s vision and her bounty of delicious healthy recipes and also because of its progressive and gorgeous food photography and styling. It became the Top Paid App in the Food Category on the App store in the first week of its release.
Over the course of two years, I styled and shot 70 recipes for the Hippie Lane App (Recipe Packs – Chocolate Fix | Smart Snacks | Cookies & Biscuits | Celebration Cakes | Nourish & Glow | Rise & Shine | Let’s Party). More than half of these would also later be published in the Hippie Lane cookbook. Out of the hundreds of images that were styled and shot, these are some of my favourites.
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