What’s the key ingredient to a really great pizza?
Is it the sauce? the cheese? the toppings?
Is it the way that the pizza crust was thinned out?
..Is it ever just one thing?
It’s hard to know, and we don’t always question it..
A good pizza seems to be the sum of all of it’s parts: the way that it was made, the quality of the ingredients, and even down to the company that you share it with..
Sometimes you just don’t know why it tastes so damn good, but it just does.
“The whole is greater than the sum of its parts”
This work for Pizza Patron came about after a creative agency found some of the studio work that I created for a technology magazine, Absolute Sound.
When I first started working with Absolute Sound, I wanted to try something different.
I thought, “How can you photograph a speaker that has not been done before?”
What a key ingredient to intrigue & grasping the audiences attention..
So I played around and came up with these.
Fast forward a few months to a phone call I received from a creative agency out of Denver, Grenadier.
They found my speaker photographs and wanted to spin that concept for their upcoming campaign for Pizza Patron.
The art director searched and searched until she came across my photos and was able to envision how it could translate for an entirely different kind of concept, pizza.
She pitched the ideas to Pizza Patron, who was willing to step out of the traditional marketing approach and come on board.
Around the same time, I received a phone call from a food stylist – Darcy Folsom.
She was getting back in the game after a few years off and wanted to touch base with photographers in the area.
So there was the team, each playing their part in making this slice of life campaign come out of the mundane & come alive.
Darcy showed up – steamer in hand with Q-tips, baby scissors, and all the techniques.. She was cutting pepperonis and steaming cheese. The art direction from the creative agency was there ready to collaborate and Pizza Patron was ready to try something new.
It seemed as though there was a shared mindset, something that I try to incorporate into my daily motto.
The new standard is exceeding expectations.
All pieces of the puzzle came together to play their part until the finished product came to life.
Even after photos were compiled, color-corrected and delivered to the client,
I still wanted to keep striving.
How can you take it one step further..?
What did I learn from this collaboration?
- Always go above & beyond – for yourself & for your client.
- Think outside of the box. You never know who’s looking at your work & you never know how you can spin a concept to work for you.
- It takes a team. We all bring our strengths & play our part to create one finished project that is far greater than something any of us could have made on our own.
- Exceed expectations.
- Make it colorful, fun & eat pizza along the way.
Client: Pizza Patron
Creative Agency: Grenadier
Photographer: Dennis Burnett
Food Stylist:Darcy Folsom
Digital Tech: Robert G. Gomez
Studio Manager: Bailey Toksoz
Retouching: Outpost Images