United Airlines Food Photography
CLIENT: UNITED AIRLINES
THE PHOTOS
CREATIVE DIRECTOR:
Sarah Rolstad
ART DIRECTORS:
Brittany Campbell + Valerie Vass
PHOTOGRAPHY:
Wayne Slezak
FOOD STYLIST:
Kim Hartman + Erica Kellogg
RETOUCHING:
Kirsten Carr + Rose Skegg
At United, not only is food photography used for marketing purposes, it’s also use in the operation to help customers make informed decisions on what food they would like to order. Our strategy was simple:
Challenge the perception of airline food, while staying true to our offerings.
RETAIL ITEMS
United Retail items are available for purchase on domestic flights. Since they have a cost associated with them, we try to stylize these photos look look appealing enough to purchase. We also pair them with complimentary and for purchase beverages and snacks as a way to upsell the customer. We’ve tried to get different shots that show the food being enjoyed or close ups to show off texture and color.
SNACKS
To show off our partnerships with favorite snack brands, we feature the packaging while having the product scattered around a colorful background. In order to get the flavor profile across, we bring in fruit, chocolate or other ingredients.
BEVERAGES
In order to add some life and texture to each beverage’s product image, we showcased flavor profiles and pairings. Even thought images could be taken months apart, there would be a consistent inconsistency to the imagery.
COMPLIMENTARY
Our complimentary items are available to customers on international flights. In order to have continuity on the pre-order page, we have developed a flexible table setting that can change depending on the food items and dish ware. We light the set to be reminiscent of the lighting onboard. Even though these images are shot months apart, they feel cohesive on the pre-order page.
We’ve also created a fake Polaris seat backdrop to shoot food items that will be used in marketing material.
