In Vietnam, Food and Beverage (F&B) marketing has become more dynamic and visually driven than ever before. With the rise of social media platforms and digital advertising, brands are constantly seeking innovative ways to capture consumers’ attention. High-quality, visually appealing food camera shots are no longer just an option, they are a necessity for standing out in a crowded marketplace. In this blog, we will explore the important components in the tabletop shooting for F&B projects.   

Food Styling: The Art of Presentation 

Standing out in the competitive world of food marketing is a significant challenge. The key to making your commercial distinctive lies in a strong creative concept. Food styling goes beyond technical setup; it’s an art form that demands creativity, precision, and a deep understanding of brand identity. By reimagining familiar ingredients in innovative ways, we can transform a campaign’s visuals and make a lasting impression. 

One example is the artwork by the Ginger Shots tabletop team, based in Saigon, for the il Viaggiator Goloso campaign displayed in Italia. By skillfully using food to recreate landscapes that aligned with the campaign’s themes, the team turned raw ingredients into a captivating visual story. Pasta noodles became rolling hills, ground coffee formed rugged sand dunes, chocolate rose up as dramatic peaks and white sparkling wine like open seas.  

Food scape set design & special effects through il Viaggiator Goloso project (IL VIAGGIATOR GOLOSO x DLV BBDO x Basement Milan x Ginger Shots Saigon) 

Advanced Filming Techniques and Technology Applications  

To keep pace with high market demand, Vietnamese production companies continuously upgrade their equipment and refine their technical skills. Among the popular techniques, slow motion cinematography technique becomes a widely used tool in commercial video production, which creates dramatic and visually striking moments. By recording footage at a higher frame rate and playing it back at a slower speed, we can highlight the finest details of a product-from the way light reflects off its surface to the subtle movements of its components. This method not only accentuates the product’s features but also adds a layer of elegance and sophistication to the visuals.  

At Ginger Shots, we leverage advanced technologies like the robot BOLT to elevate our productions further. BOLT enables us to execute complex camera movements with unmatched precision, ensuring each shot is flawless and perfectly aligned with the creative vision. This robotic system enhances our ability to produce smooth, dynamic sequences that captivate viewers and showcase products in the most compelling way.  

Bolt application in Ginger Shots Saigon  

Collaboration with Food Directors and Tabletop Directors of Photography 

Behind every successful tabletop production is the perfect combination of a talented Food Director and creative Director of Photography (DOP). These experts specialize in creating dramatic and visually arresting moments through precise frames, composition and lighting. Each shot is thoughtfully arranged and illuminated to perfection, ensuring that the visual aesthetic not only complements the product but also enhances its appeal.  

At Ginger Shots, the team is led by Joel Spezeski, co-founder and experienced DOP. His extensive experience and keen eye for detail empower the team to push the boundaries of visual storytelling. This has attracted a range of both international and local F&B brands, including Fanta Thailand and 333 Pilsner, who seek out our aesthetic results for their campaigns.   

Tabletop cinematography for 333 Pilsner Job by Joel Spezeski at Ginger Shots Saigon (333 x Ogilvy x Ginger Shots Saigon)  

With his expertise, Joel has cultivated opportunities to collaborate with renowned directors, particularly Sergio Bosatra – our in-house tabletop director, to craft meticulous visuals using tabletop techniques. Being well-known for modern food and tabletop commercials, Sergio brings a unique blend of technical skill and creativity, ensuring each project is tailored to tell its own compelling story. His ability to merge high-speed effects, motion control, and time-lapse with stunning food photography makes his work stand out in the industry. 

Crafting Precision and Creativity for Compelling Result 

Precision is the key requirement in the tabletop studio since it operates in a highly controlled environment. Unlike location shoots that offer flexibility to adapt to various settings, tabletop work requires creating the perfect scene from the ground up. Every detail, like lighting, props, camera angles, must be meticulously planned and executed to ensure the product is showcased effectively. For creativity, in the production house context, this performs through several experiments from high-speed, special effects, live-action, motion control, and time-lapse merge to highlight the product texture and its appealing, ensuring each project is tailored and unique. 

For Ginger Shots team, we view each project as a scientific experiment, pushing the boundaries of storytelling to bring products to life in captivating and inspiring ways. This dedication to precision and creativity ensures that our tabletop productions create extraordinary visual experiences. 

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If you’re interested in high-quality tabletop video production, schedule a call with us today! 

Written by: Thuy