Client: Sugar Hill Creamery
Creative direction: It was a joy to collaborate with friends of mine, Nicholas Larsen and Petrushka Bazin Larsen. They are neighbors who launched a Kickstarter campaign to support their new family-friendly ice cream parlor in Harlem. They really know the food industry (Nick is a former service director for Blue Hill and general manager for Telepan), so it was a thrill for me to capture their vision for the business. Because their start-up budget was tight, and because they’re seeking crowdsourced funding, I knew the photos wouldn’t look appropriate if they were overproduced. So I kept the styling minimal and uncomplicated, with honest imperfections that look like real life. This was a true passion project for all of us.
Crew: food stylist & clients