Objective: Take the new branding/direction and develop a new stylistic visual direction for Instacart’s evergreen photography. The style needed to be flexible to cover various needs such as lifestyle catalog, and seasonal/campaign photography. This shoot served as the primary exploration to define the characteristics that make Instacart’s photography direction feel ownable and unique.
Focusing on the food, making it craveable, casual and lived in. Ingredients, not finished meals. Showing the process or ingredients that went into a dish speaks to that. The need to capture multiple vantage points that ladder up to a bigger story lead to multiple in-studio set builds that to achieve that ask.
