Photographer/Director Dan Goldberg is sought out for his exceptional food imagery. So when food brand Real Good Foods commissioned Dan with creating a ‘social-first’ campaign, Dan pivoted his focus from stills to motion. With seconds to capture the interest of the viewer, Dan knew the focus needed to be quick, dynamic, and immediately engaging.
Dan discusses the campaign, titled ‘Delicious Contradictions,’ on his personal blog: “Conceptually, the challenge was compelling: we needed to transition from the bold, nostalgic aesthetic of classic fast food to a more modern, elevated at-home environment. That visual evolution would be central to expressing the “contradiction” at the heart of the brand.”
With a tight window and even tighter budget, Dan was able to deliver using ingenuity in execution. “We used a combination of cameras and frame rates to maximize impact within those tight windows. The majority of the campaign was shot on the Alexa 35 for its versatility and image quality. High-speed moments were captured on the Freefly Ember to add energy and visual punch. And the stills and stop-motion work were shot on a Phase One medium format to ensure every asset had the sharpness and detail to stand out in the feed.”
The results speak for themselves. It’s delectable high concept social content, courtesy of Dan Goldberg.
For more of Dan’s work, visit his Workbook portfolio.
Represented by Heather Elder Represents.
