FOOD

How fantastic are these food reference photographs?

The ocean made out of salmon;

Soup bowls made of tomatoes; lasagna curtains.

Mountainous loafs of bread!

Can't miss the broccoli trees; fruity hot air balloons;

Or pepper trees and shades.


We came across this while looking for inspiration for the Videocon refrigerators pitch. (see April: Advertising or Personal Work)

How was this photographed? Some of the proportions are not right, so maybe it was photographed in sections and put together? Nevertheless, amazing art direction.

Longer Lasting Freshness

A project I began working on during my last month at O&M. It wasn't a brief, but something we could have possibly pitched to Videocon to advertise their refrigerators. The concept: pick famous, long-lasting monuments and re-create them out of fresh things kept in the fridge.

These prints were put together from hundreds of fruit and cheese stock images. I think the fruit Leaning Tower of Pisa works better than the Stone Hedge. I say this simply because not all the cheese used to make up the Stone Hedge needs to necessarily be put in the fridge, and not all cheese is necessarily fresh.

I know I need to work on the tag line because it sounds very similar to that of Juicy Fruit chewing gum, or perhaps even is? I also need to think of other monuments and fridge items. Any ideas?

It would be an interesting challenge to attempt to shoot this by cutting the fruits and cheeses in the exact shapes/ placement/ lighting...

Sunlight Pitch

A pitch I came up with for Sunlight - an Indian washing detergent. Visualized in less than 24 hours (hence the stock images and pixals.)

The concept: "fighting" over the bright coloured piece of clothing because now, Everyone will want to wear color.

Problem: Sunlight is quite a happy brand..so if the pitch is approved, people will have to be quarreling in positive way:)

ezi logo

Work at O&M, Mumbai. One of our briefs was to design logos for our client, Videocon. The task was to basically re-brand product categories such as microwaves, televisions, refrigerators, and air-conditioning. 'eZi' was one of the words we were asked to design logos for.

Both 'ezi' logos have a simple, clean form, reflective of the simplicity of Videocon's appliances. The red in 'cook' stands for heat and purity, the central feature of Videocon's range of microwave ovens. The blue of 'chill' brings to mind cool, calm comfort, the ideal descriptors of Videocon's air conditioners. Lastly, the green in 'fresh' is reconized the worldover as the color of freshness and nature in Videocon's refrigerators.

The same colour representations go for the other logo on the right as well, but the concept is different and perhaps, stronger. The logo is made up of building blocks that say so much about the appliance; building blocks are the simplest visual element representative of learning the basics.

Run Free

One of my co-workers at O&M showed me these Nike 'Run Free' ads today after noticing my interest in vectors and particular attention to detail and form. Created by JWT, Shanghai, even though the idea might be considered weak, I think the art direction is fantastic. The depth and freedom of the 'Run Free' idea is greatly portrayed. I like the style of the black and white design in particular.