Mouthwatering food photography is everywhere: on product and supermarket advertisements, in the social feeds of celebrity chefs and influencers, and in the pages of cookbooks, newspapers, magazines and more.
The best food photographs are beautifully styled and lit, and pay careful attention to colours, textures and arrangements to make the subjects look as appetising as possible. Inevitably, food photographs have traditionally been static, still-life images, but content creators on social media channels, such as TikTok, Instagram and Pinterest, are increasingly using motion to create more playful images that catch the eye. Inevitably, that is now feeding into the commercial world, where adding movement is now viewed as a key way to encourage engagement and drive product sales.
The popularity of food photography means there are many different outlets from which pros can get commissions, including imagery and content specifically for social media. Hayley Sargent is lead creative for Powerhouse, a content production studio based in Leeds in the UK. Specialising in food imagery, its clients include a range of high-profile supermarket and food manufacturers. David Loftus has been one of the UK's foremost food photographers for more than 20 years, as well as shooting portraits, fashion, lifestyle and travel. Here, they explain how and why they use motion in their work.