CASE STUDY: InstantPot

Client: InstantPot

Creative direction: For this official cookbook for a new brand of electric pressure cooker (a slow cooker with all kinds of additional settings and functions), I took the lead in developing the art direction. Working with the food stylist and the client, we created a look that’s fun, approachable and welcoming to a broad audience of home cooks. The photography has a vintage cookbook kind of look, with ingredients and finished dishes shot on bold backgrounds with pops of additional color. With 50 images taken over 5 days, the shoot needed a smart gameplan (one of my strong suits) to stay on track and organized.

Crew: art director, editor, food stylist/author, assistant food stylist, prop stylist, photo assistant