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Mike Matthews Turns Food Photography on its Head for Shebekinskiye Pasta

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2AM food director embraces the beauty of the ugly ways we consume pasta

Mike Matthews Turns Food Photography on its Head for Shebekinskiye Pasta

2AM food director Mike Matthews’ anarchic new ‘Pasta Disasters’ film, for a pasta brand we’d never heard of, turns Italian food photography completely on its head by embracing the beauty of the ugly...

Mike said: "It was an absolute pleasure working on this project. Andre had such a great concept - funny, bold, noisy and different - and for someone whose job is always to follow a certain discipline when it comes to food photography, it was a real treat to be able to break the rules and create disorder and irreverence in the kitchen. I really liked working with this agency. We were given freedom with the art direction and styling, even the food concepts, we had the time to experiment and really plan which food set ups would create the most fun (without making us feel sick). So it was a really collaborative job, but also extremely freeing. It felt like there was a lot of trust in all of my team. And there was a flexibility during the filming itself as unplanned things happened on camera which we preferred and got excited about. That is totally my style of filming. Riffing off live action and always on the lookout for better ideas.  I loved my crew, the film looks really bold and moody and the food might not be the recipes we would want to cook at home, but they definitely have that cinematic confidence which we expect from premium food advertising. In all, it was a project I’m very proud of and will not forget in a hurry."

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Client: Shebekinskiye - ‘Pasta Disasters’

Film Production: Daddy’s Film

Agency: Voskhod Agency

Creative Director: Andrei Gubaidiullin

Director: Mike Matthews

Executive Producer: Egor Solomatin

DP: Luke Scott

Edit: Vera Berg

Music: 433 Sound Agency

Colourist: Artem Leonov

Food Stylist: Sabina Pensek

Service Production: Push Pull Production

Art Director: Rositsa Bakeva

Genres: Dialogue, Comedy, People

Categories: Food, Rice, Pasta and Noodles

2AM, Thu, 03 Feb 2022 13:03:50 GMT